In this report, Technology Business Review Inc. analysts Stuart Williams (@s2_williams) and Zach Rabel (@ZacharyRabelTBR) identify a high-growth market segment for Shopper Engagement, quantifying at USD 38 billion by 2021. They define Shopper Engagement as the sum audience discovery all the way to the hand-off to the commerce platform for a successful purchase, including the intervening media engagements and programmatic marketing, guiding consumers toward a purchase. The key subsegments are Advertising, Agencies, Marketing Cloud and Social Media.
They foresee a consolidation of the multiple tools marketers currently use to engage consumers in the shopping experience, from initial interest to a successful purchase. Shopper Engagement, which takes the massive amounts of real-time, high-quality signals from consumers across channels and devices and activates them in real time to drive a conversion will include audience targeting and retargeting; physical and online engagement; customer behavior analysis; offer, pricing and cart analysis.
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