By Roger Gugnon

Today’s customer is hard to pin down. He’s connected. He’s social. And he follows the path of least resistance – switching his focus effortlessly between people, platforms, and content in real time. In a world best defined by short attention spans and tons of choice – where the difference between mattering and ‘just marketing’ is a casual swipe – meeting his expectations at every stage in the customer journey cant’ be left to chance anymore.

While retail brands have felt the sting of shifting attitudes and behaviors most acutely, marketers in every category – from FMCG and CPG, to financial Read full story ›

Source: The Drum