Because some brands have been able to achieve successful one-to-one targeted marketing, customers' expectations for communication are extremely high. So how can marketers push themselves to meet this demand?
As marketers we live in a very interesting time. The explosion of new forms of consumer interactions like social networks and mobile apps means we, as consumers, have interactions with brands we could not have dreamed of even a few years ago. The downside to these new options and opportunities is that it leaves the consumer in us wanting more from some of the more traditional communication channels.
These issues are not limited to "traditional" brands that are trying to stay current with the latest technologies and channels. Even the most cutting-edge and advanced brands and businesses are suffering from consumer expectation gaps as they try to deliver value and utility in all of their communications with their customers.