Before the World Wide Web, marketing was relatively simple. Companies chose their paths and consumers naturally followed because, frankly, they did not have another option. But today—with real-time feedback, increasing transparency in supply chains and sponsored content—consumers are more educated and are calling the shots about what they want to buy and when they want to buy it.
That was the message of online-marketing experts and top executives from various tech and fashion companies who converged at the Onestop Emerge Summit in Manhattan Beach, Calif., on May 31 to gain insights on personalizing user experience, using social media to drive measurable acquisition ROI and leveraging customer feedback to increase conversion, among other topics.
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