With the advent of theOmnichannel, which places the customer at the center of all customer journeys, mass transactional marketing is naturally evolving towards targeted and personalized relational marketing.
This necessarily implies detailed, segmented knowledge of individual populations, so that marketing actions become experiential and loyalty-building.
To remain relevant, companies need to reconcile fragmented customer data from different channels, sales channels and social networks, to enhance their customer knowledge and offer relationship programs tailored to the expectations of demanding consumers.