Market fragmentation has been a reality for marketers for ages. But with limited brand choices and selling channels, consumer journeys in the past followed a linear path, making it easier for brands to attract and retain consumers.
However, this is no longer true.
“The consumer journey is no longer a stable and static experience. It’s a far more dynamic process now,” said Abhinav Tyagi, senior vice-president of marketing at Urban Company, speaking at the recent virtual Mint Marketing Summit 2021.
To drive growth, brands are differentiating themselves and influencing consumers’ buying choices through personalisation.
Driving growth with personalisation
Globally, e-commerce giant...