'Customers take the lead in a true experience business' Wunderman UK CSO Richard Dunn writes for CMO. He states: "Simply put, marketers need to ask themselves: What are they doing to earn their customers' business day in and day out? People don't automatically choose the category leader any more, they choose the brand that's most useful and valuable to them. Marketers can't just rest on their laurels. It is a state of play that demands that marketers increase their focus not just on creating content but building the most effective customer journey."
Read more in CMO here.