The days of marketers enjoying a linear influence on consumer habits are long gone. We live in a hyper-connected world where technology has sped everything up to such a degree that instant access to information, entertainment, goods or services – all within a great user interface – is not only desired but expected. Retaining consumer loyalty, therefore, has become more of a challenge, as marketers seek to anticipate their next move and tailor their strategies accordingly.
Anticipation, however, is only half of the equation. We must acknowledge the role that the consumer now actively plays in this circle of change. While we continue to deploy new technology to help create individually tailored
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