Antonio Lucio, Chief Brand Officer at Visa, believes the solution is to shift the focus from the transaction to the relationship

Interesting article by HBR that confirms what many people know already – marketing is changing from the transaction to the relationship. The challenge is how to do this at scale. One solution is the use of Virtual Agents on all channels that can engage the prospect in a conversation and (if implemented well) can help build that relationship whether on web, mobile or phone.

Marketing Can No Longer Rely on the Funnel – Mark Bonchek , and Cara France – Harvard Business Review


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