Sasha Lucas of Verizon: In-Session Marketing Has Emerged as a New Paradigm

Key Findings: Digitally Transforming to Consumer Expectations

The New Consumer

Consumer’s connectivity needs are rapidly growing, both in the home and on the go. With this comes the expectation of zero latency across multiple devices. Because of this, Verizon had to develop a strategy against the challenge of delivering on consumer expectations of connectivity — a problem that could only be solved through digital transformation. 

Legacy Past, Digital Future

Taking a legacy retailer digital is a major task. However, it’s required to be relevant in a world where the majority of shopping is done online. Verizon built a digital transformation strategy around their established workforce to create more informed customer interactions — from how they take a product to market to how they guide a customer journey to altering current experiences for future improvements. 

Adapting to a Privacy-Forward World

New privacy updates, including the depreciation of 3rd party cookies and other mandates, have formed blind spots as it relates to data. Verizon is responding with an emphasis on first-party data and in-session intelligence — thinking of it as a currency, differentiator, and investment in their future. Now the company relies on behavioral and factual data to identify the customer and their intent.  

Success in Digital Solutions 

Prior to investing in digital transformation, Verizon went to market with linear mass-marketing strategies. Now the company takes real-time signals to create scalable solutions built on actionable insights. Verizon is taking their digital transformation one step further by investing in AI. No human or legacy solution can make the necessary millisecond decisions that technology can. By empowering processes with AI, Verizon can unlock the potential of their human workforce in a whole new way.

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