The art of persuasion along the customer journey

This event report outlines a "human-centric" approach to shopper marketing, based on analysis conducted by Arc Worldwide, a division of Leo Burnett.

The art of persuasion along the customer journey

Geoffrey PrecourtWarc

The art of persuasion in shopper marketing has been reshaped by all kinds of science: The ubiquity of mobile engagement and the algorithms that support social media, for instance, are drivers largely unimagined even a decade ago.

And Arc Worldwide – an agency falling under Leo Burnett's umbrella – previewed a new road map for the consumer journey with "a human-centric approach to most effectively persuade people to buy your brand" at the 2016 Brand Activation Conference, an event held by the Brand Activation Association (BAA), a division of...

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