‘Marketers lack the tech capability to ride the hyper-personalisation wave’

Convenience-craving consumers are in, ditching their virtual trolley at the checkout stage since it is too much effort to complete the transaction on a mobile device.

As marketers pick up the slack, they are waking up to new types of customer interactions they no longer fully control, according to a senior executive.

Welcome to the world of the lazy customer, where technology is leading many down the path of least resistance.

“The high level of automation with machines doing a lot of the work has essentially made each one of us lazy,” said Srishti Sofat, Vice-President, Product Development, Oracle Marketing Cloud, referring to the maturation of artificial intelligence (AI), machine learning, IoT and blockchain.