[Chantel Botha] So many corporates I have worked with fear the world of digital and social media. Not because it is hugely complex, but more because it is unknown and unpredictable and forces people to be resilient and adapt to change much more quickly.
[Chantel Botha] Why are some companies just better at advertising when all of them have access to the same resources, budget and agencies? And why is it that some award-winning marketing campaigns just don't deliver the return on investment for which the brand had hoped?
[Chantel Botha] In mass media the conversation has mostly been one-sided, loud, condescending and sometimes even quite dictatorial... of marketers and brands telling consumers what they need and why and what would be a reasonable price to pay to satisfy the need.
[Chantel Botha] I take out my crystal ball, as any good consultant is required to do at times, and venture to make some predictions for what customer experience challenges and trends I think brands will face this year.
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