This paper explores how marketers can truly deliver contextual customer experiences to build trust, drive conversion and avoid extinction.
Push campaigns have eroded consumer trust, making traditional campaign tactics that were successful not so long ago – extinct. Today it's about creating experiences across each customer's unique journey in order to gain trust. Trust-gaining experiences are relevant and engaging. They are built on an understanding of the prospect's or customer's context, history, persona and preferences. Experiences are then adapted by delivering the right content, in the right place, on the right device, at the right time.
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