Managing campaigns and reaching consumers in real time
The relationship between brands and customers has fundamentally changed. Whereas once there was equilibrium between customer expectations and brand fulfilment, now the balance has tipped to the extent that customer expectations goes way beyond what most businesses can deliver. Customers now demand a seamless user experience regardless of the channel or device they use to interact with the brand. Meanwhile, brands have struggled to keep pace with the rate of change which has created a gulf between the ever increasing demands of the customer and what brands are able to deliver.
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