It has been a disheartening few months for anyone paying attention to, and concerned about, consumer privacy.
But as we publish our eighth Digital Transformation Playbook in partnership with Accenture Interactive—focused on the balance between data and creativity—there’s actually a lot to feel hopeful about.
The customer journey, empowered by personal technology, omnichannel choice and increasing customer-centric awareness on the part of brand marketers, hinges on a value exchange.
We’re willing to give information about ourselves if we get something in return.
To date, that trade-off has favored the collectors of data over consumers.
Creative storytelling is resetting that value exchange equilibrium by becoming well, more empathetic—more human.