The way we buy has drastically changed. No longer are purchases limited to in-store, destination sites or catalogues. The ability to buy is everywhere. Buying has never been so impulsive, opportunistic and peer-influenced. But as emerging technologies create more shopportunities for consumers, CMOs and digital marketers have the difficult task of discerning the right risk/reward equation for each marketing opportunity.
This year our iCitizen symposium has set its sights on the everywhere commerce e-volution, which has unleashed a multitude of cross-touchpoint, content-rich, social-fueled experiences, every one of which can enable purchase or at least move consumers a step closer to it. When the very content that inspires, be it banner, video or mobile app, is also the context for acting on inspiration—when marketing is no longer prelude to closing the sale but its own brand-building transactional moment—it’s time to rewrite the go-to-market playbook. It’s time to envision a world where there could be shoppable moments anywhere, and commerce virtually everywhere. At this year’s iCitizen, key thinkers, business visionaries and technology pacesetters will examine everywhere commerce and how brands can better meet elevated consumer expectations.