How InterContinental Hotels Group ditched data silos to deliver personalised email marketing

Consumers’ expectations are growing as their attention span decreases, meaning that brands are under huge pressure to deliver a personalised and relevant message or experience.

"Everyone in the world is entitled now," according to April Mullen, director of consumer-first marketing adoption at Selligent, a relationship marketing agency. "We don't necessarily think that that's a bad thing," she told the Technology for Marketing conference (London, September 2017).

The rise of smartphones, instant internet connections and services like Uber that have grown out of these technological advances mean that people don't like waiting for anything, and have higher expectations than ever.

The 'entitled consumer' is marketing's biggest challenge, and Mullen shared some statistics from Selligent's research that show just how big that sense of entitlement is:

  • 90%...

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