Accenture Interactive and Microsoft are delivering the future of marketing
As customer experiences become more personalised and contextual, Accenture Interactive and Microsoft are partnering to enable marketeers in the Middle East and Africa to embrace new opportunities using technology
Unsplash/Keith Fox
The rise in available data about consumers presents marketeers with both new opportunities and challenges.
Brands are beginning to reach people in places and moments that were never previously possible, with greater understanding and insight into their individual needs. These greater capabilities, however, also come with a greater level of expectation. Consumers accustomed to more personalised experiences – such as AI-powered voice assistants, recommendation engines and personalised billboards – have come to value them highly. A report titled The power of me by marketing company Epsilon indicated that 80 per cent of customers would be more likely to do business with a compan