“Consumers are hugely empowered. There is no room for mediocre” said Keith Weed, Unilever’s Chief Marketing Officer, at the last European Forbes CMO Summit. “We now have the opportunity to understand people on a one-to-one basis – to get down to that individual engagement.”
Marketer's challenge for 2018 and beyond will be to hyper-personalize customer relationships. Which means, creating relevant interactions to capture customers' attention, evoke an emotional connection and secure their loyalty.