Advertising is losing ground because the effectiveness is decreasing.
One-to-one communication will become more and more important in order
to reach the customer. But only if the messages are individually
relevant and sent at the time most relevant to the customer.
You only achieve this by automating the contact scenarios. Contact moments, communication material that is sent to the customer, will be individually created based on rules and customer knowledge. Over multiple channels. See the RESULT Contact Director how this works.
Only then you will experience that the conversion will go up and you will earn a margin because the cost for the sale is low.