By Stephen Quinn, EVP & CMO, Walmart
Reset in Customer Expectation Alters Marketing I was brought up in the mass marketing world of Consumer Packaged Goods. The idea was to generate mass demand for products with broad appeal through advertising that reached the majority of the public. When I started in retail, almost a decade ago that was a very good model for that sector as well and its till works quite well. But, we can all see that is changing due to the fragmentation of consumers, products, media, content and channels. There is a complete reset in customer expectations taking place and that’s changing marketing and it’s all happening because of technology. The major way that my role as CMO has changed is that it has moved from developing and delivering the best message that wins with the majority of shoppers to curating a host of messages to customized audiences.