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Move from sales pitch to conversation with consumers
This paper argues that retailers must stop shouting at consumers and start conversations with them. The trick is to understand better how consumers use various media touchpoints and how this affects their `engagement’ (defined as being largely emotional, with enough rational elements to get past logical gatekeeping); only a consumer-centric point of view provides this understanding.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
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