Retail marketing is undergoing its largest transformation since the dot.com boom. The ongoing decentralization of retail and retail marketing is forcing CMOs to embrace new strategies in the media world to compete, especially amid more ephemeral brand affinity.
By now we are all aware of the impact the internet has had in reshaping marketing, dating back to the adoption of the world wide web in the 1990s. The dot.com bust in 2001 slowed, but didn’t stop, the inexorable move toward consumers shopping and buying online.
