Why John Wanamaker Is Finally Smiling

The COVID-19 pandemic is changing many aspects of human life, as we all know. Some changes may only be temporary, while others will likely last forever. In reality, much of the second group (the forevers) is an acceleration of behavioral shifts that were already well underway. From a consumer standpoint, a dramatic increase in online shopping and video streaming are primary among them. For marketers, many changes were also well underway that are likely to only accelerate. Among the most fundamental, many brands are developing direct customer relationships and exhibiting a greater reliance on data for decision-making across every aspect of marketing.

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