Research
October 28, 2019
James L. McQuivey is vice president and principal analyst at Forrester Research, and author of "Digital Disruption"
By Mickey Alam Khan
Consumers are still unfulfilled as chief marketing officers race to invent content and experiences that are novel, delightful, hyper-personalized, memorably viral and delivered at the right time to ever-shrinking screens.
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","iv":"73ff6584e2b21f4c8316004feb917982","s":"bab700ea96150d7f"}
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