Digiday Dialog with Skyword: Content Marketing for Retailers

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Susan lives in Boston and needs new running shoes but it has become difficult to reach her and help her with her passion for running like it used to be. Her personal needs and shopping paths are unique from thousands of other customers in today's digital marketing environment.

Susan lives in Boston,
and she needs
new running shoes.
1

IMAGE / MADONNA

They are desperately
seeking
Susan.
2

It used to be easy
to reach her and
help her enjoy her
passion for running.

What happened?

3

The New Marketing B2C Customers

3,000 shoppers, 3,000 different shopping paths

4

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