2016 was a whirlwind year for marketers. The battle for consumer share-of-wallet intensified as Amazon continued to capture spend, reporting a record-setting Prime Day and its most successful holiday season to date. Innovations like artificial intelligence and virtual reality made their way from science fiction into the real world, opening new doors for customer engagement. And the technology that advertisers and marketers use to do their jobs evolved, with players like Verizon entering the space as consolidation continued.
As I reflect on last year’s trends, I see the industry hurtling toward a clear resolve for 2017: This will be the year that customer experience rises to the top of marketers’ priority lists.
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