As consumers become increasingly savvy and less receptive to unsolicited marketing contact, it is becoming harder to extract full value traditional marketing campaigns. 

Together with the emergence of digital channels, these new business realities are causing marketers to rethink their approach to improving customer acquisition, loyalty and retention.

Marketers must now engage their customers through tactics such as collaboration and co-creation via personalized dialogue, predictive analytics, and multi-dimensional segmentation based on rational and emotional behavior drivers.