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Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.
But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?
The age of artificial intelligence (AI) is upon us. In the past few years, vast improvements have been made in how well computers can recognise objects in images and understand human voices.
Progress in these areas has been made due to increased computing power and the availability of large stores of data, which, when combined, have made AI systems dramatically more effective.
While many marketing functions are now being assisted by algorithms, one area seems to be immune to automation - customer engagement centres.
Marketers face the challenge of a constantly changing media landscape.
According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.
Despite the numerous predictions about its demise, it is now clear that email is not going anywhere.
Most people's lives are so entangled with their emails that living without them would be unthinkable.
We’re hurtling head first into December now, which means Christmas emails are in full swing.
So, how are fashion brands executing this year?
Your email inbox was no doubt flooded with Black Friday offers last weekend.
But did any of them actually make you want to buy something?
Marketers have become quite knowledgeable about the online customer journey.
They collect more digital touchpoint data than ever before and have tools to piece this data together.
Do you work on the customer lifecycle and wonder what it would be like to be on the supply side or in charge of strategy?
Jill Brittlebank is senior director for strategy and analytics at Zeta Global, a CRM technology company, and is the latest of our Day in the Life interviewees.
Let's see what she gets up to every day...
It’s not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite focus for almost every marketer and we’re slowly starting to see VR and wearable technology take off.
I've found it interesting to see how businesses have started to scope out new and creative ways to incorporate all of these technologies and opportunities into their marketing strategies.
Identifying customers in store can help tie together sales information and enable a deeper more meaningful relationship with the customer.
But how do we do it well?