TECH BUYER Apr 2020 - IDC Perspective - Doc # US44339918

The Convergence of Marketing and Advertising Technology Providing a Unified Customer Journey in Retail

By: Ornella UrsoSenior Research Analyst, IDC Retail Insights, Filippo BattainiHead of IDC Retail Insights, Europe

Abstract

This IDC Perspective reviews how optimized marketing and advertising can effectively improve real-time contextual personalization. The study presents the key retail market trends (at the worldwide level and in Europe), advertising and marketing technologies, case studies, and advice for technology buyers. The aim is to see how the convergence of marketing and advertising technology can bring a personalized, contextualized, and unified customer journey.

"Contextual customer experience is a top business priority for retailers that aim to achieve commerce everywhere business model innovation. Marketing and advertising are central components of the customer experience personalization formula," said Ornella Urso, research analyst, IDC Retail Insights. "Leveraging the right marketing and advertising technologies, retailers can effectively engage customers through real-time contextual communications, across multiple interfaces, throughout the customer journey."


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