Despite all the uncertainties the past two years have presented, there have been plenty of growth areas. Evolving consumer behaviour has unearthed plenty of new white spaces for companies to paint in areas such as social commerce and short-form video. Other areas that are fast emerging this year are the likes of the metaverse, propelled by the gaming community.
One thing that has remained constant however is consumers’ want for personalisation. This has accelerated now beyond the realms of email marketing and loyalty apps, and marketers must now think of personalisation across most touch points. This will require companies to break down silos and democratisation of data. They want more personalised content. They want…
