The empowered customer presents a new set of challenges. Each time they experience even small amounts of friction – such as adverts for already purchased or irrelevant products – experience and loyalty take a measurable hit.
And yet, as B2C marketers seek faster and more personalised ways to reach their target audiences, new technical solutions continue to disrupt customer engagement.
Is the perfect synchronisation of messages at exactly the right time, across all channels really possible?
How can you stand out and differentiate your brand when faced with the real-time, always-on consumer?
Focusing on the importance of building a single source of truth for customer data – and of understanding the consumer from the first touchpoint. Exploring the ‘real-time’ challenge and how to deal with data proliferation and the ever-changing consumer expectations that make our marketing jobs much harder. And challenging siloed messaging to ensure effective decisioning and personalisation across the entire customer lifecycle.