Traditional outbound marketing to consumers, such as email campaigns, SMS text messaging, display ads, retargeting and other forms of “push marketing,” will in the future see even less engagement from consumers. Commercial email open and click rates are on the decline, SMS/text marketing is simply offensive to customers, display ads are outright ignored, and impending privacy legislation and removal of third-party cookies will make retargeting nearly impossible. As these methods continue to deliver less and less return on marketing investment, brands must evolve to drive engagement and retention in more relevant and timely ways.
