The race for relevancy: Keeping up with the speed of the customer with real-time consumer intelligence

Haidee Hanna & Christian Bonilla

This article shows how marketers can maintain relevancy and keep up with real-time consumer intelligence by providing key information and tips on customer engagement.

Brands have never been so fragile. The way we find, consume, and share information has changed dramatically in the past 10 years. Traditional customers have been replaced by a more demanding, less loyal breed of customer, and the explosion of channels makes attracting and retaining this new consumer even harder.

Digitally savvy buyers are more likely to base their purchasing decisions on relevant customer experiences than on a logo. Even as these device-hopping consumers' behaviors and preferences change at a dizzying pace, there's still an expectation for a consistent, meaningful experience — but if it's not optimal their perception of...

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