As a result, the customer went to the retailer of the last resort -- his mobile phone. Hence, it brings the role of contextual marketing with the right content, up, front and centre.Content plays an important role in the digital platform. "When the customer finds relevant content when he is shopping online, the trust builds automatically. That will bring in value, was his submission.Gupta spoke about the increasing need to integrate online and offline channels. That belief is getting shattered now,” he said.The conversation shifted to technology playing cupid for delivering a superior customer experience.

Source: Economic Times August 21, 2020 03:43 UTC