Consumer expectations towards their experiences with brands are rising, but it’s important to look beyond transactions to understand your customers. Identify the in-between moments, the micro-moments, and the context, which can be a challenge in a world of proliferating channels and touchpoints.
As customer expectations rise, it's not enough that today's organisations invest heavily in data and technology solutions to keep pace. Business leaders must also explore a change in cultural mindset if they're to deliver ongoing, sustainable, value from this expenditure.
The world is changing fast; social commerce is exploding, NFTs are surging in popularity, hybrid working is the new normal, and for many brands, it’s hard to keep up. But if there’s one area changing faster than others, it’s commerce.
Creating valuable and lasting customer relationships is essential for companies in their pursuit of consistent, sustainable growth. To achieve this, companies must deliver personal customer experiences while also keeping the cost of sales at a healthy level.
There are now greater expectations, not only for brands from their customers, but also for clients from their agencies, employees from their employers and agencies/partners from their providers/suppliers. We are in the expectation economy.
The evolution of digital has developed over several years, but since the start of 2020 the pandemic has pushed the acceleration of digital to new levels. Brands today can’t solely rely on pre-existing strategies and must continually pivot their media approach as we navigate change.
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