Abstract
Traditional marketing faces challenges as never before. The way that people interact with each other and with companies is changing completely in today’s era of 24/7 connectivity. This book explores tectonic changes in buyer behavior and how businesses are responding to those changes. It describes how data is used to track and analyze customers in almost everything they do, and how marketing communications are delivered with precision to individual mobile devices. The connected customer is blurring the line between online and offline sales resulting in an entirely new purchase cycle.
The “always on” consumer has ushered in an era of customer engagement. In developed countries, online commerce offers limitless ease and variety for ...
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