In today’s hyper-connected digital age, consumers are in the driver’s seat. Armed with multiple devices and channels to engage with brands, consumers are conditioned to get the information, products and services they want—instantly and from anywhere. To win them, brands must be prepared to engage at critical decision points along their path to purchase.
Although digital has been a significant part of shopper marketing for a few years now, connecting with customers digitally on an individual, one-to-one level has been a challenge for the industry. Why? Because most of the data comes in the form of "audiences" and "segments," not individual journeys.