Editor’s Letter: Adweek’s Digital Transformation Playbook Focuses on Consumer and Customer Experience

And how these 2 inflection points are informing marketing

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It’s no accident that we’re publishing the second installment of Digital Transformation Playbook in partnership with Accenture Interactive in the wake of Black Friday and Cyber Monday.

In this report, we are focused on the consumer and customer experience, and the two retail inflection points are good indicators of how brands are shifting to go with the flow of the customer journey rather than interrupt it. They also represent big macro themes informing marketing, including the rise of Amazon and the converse, and largely nascent, direct-to-consumer commerce play, data-driven and utility-enabled creativity, and AI- and AR-driven activations.



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This story first appeared in the Dec. 4, 2017, issue of Adweek magazine. Click here to subscribe.