Across industries, customers today wield more power and greater choice than ever before – a power that they exercise by shifting their attention and spending (across multiple channels/devices in near-real time) from provider to provider. In this environment of hyper-connectedness and diminishing customer loyalty and fleeting human attention spans, the battle for holding customer interest and engaging him/her meaningfully requires, first and foremost, an everlasting commitment to "relevance. "Being relevant and demand-driven is of paramount importance to the media industry, but it is no less important to any industry that operates in a B2C world. However, adapting to the ever-rising expectations and changing buying behaviors of customers is becoming a Herculean task, requiring both business and technology transformation.
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