  As the variety of digital channels serving marketing practices increases, consumers are becoming the protagonists of an interactive marketing world where two way communication
holds the key. All transactions shift from a channel-centric model to a consumer-centric model. In a world like this, companies that know who their consumers are can use this
knowledge as a competitive advantage even more than in the past. Increasing internet penetration, quality of digital content and variety of devices that provide online access to all
consumer segments are the major drivers of this trend.
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