The future of marketing - Edition 3: Customer experience

10 Oct 2017

  • Customer experience

Customer experience is set to take over mass advertising as a preferred channel to consumers. The complexity this adds to marketing is significant - something CMOs must learn to manage as by 2020 they and senior marketing executives will own the end-to-end customer experience, according to research by the Economist's Economic Intelligence Unit. 

The inevitable shrinking and eventual disappearance of screens, along with the growing popularity of Internet of Things (IoT) and personalisation will have massive impact on the marketing department. 

In previous editions of the Future of Marketing almanac we explored media channels and technology, and this issue focuses on customer experience, exploring why it matters, what kind of companies will come out on top, and how businesses can stay ahead of the game.

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