By | PIERRE RAYMOND | www.entrepreneur.com
With the world becoming more hyperconnected following the mainstream adoption of the online ecosystem, more brands are struggling than ever before to connect with their customers. Changing economic conditions, a shifting consumer perspective and evolving technology have driven a wedge between brands and their target audience.
The multi-facet and blossoming digital landscape has allowed businesses and brands to have a plethora of information and consumer data at their disposal, allowing them to create more personalized online experiences and cater to a digitally-centric marketplace.
However, at the same time these technologies have brought more attention to the importance of customer preference, the same systems have simultaneously created a disconnect among brands and consumers.
The path to disconnection
The strategies that once helped marketers reach their audience are no longer working as effectively as they once did. Nearly 30% of marketers experience average-to-no returns on their online and digital marketing investments.