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":"d2aab5de8c5f7065d450a42318cb6158","s":"2b95fbe597fd041e"}
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