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Heather Fletcher is senior content editor with Target Marketing.

From 1969 to 1972, the retail success story Sears used the catchy jingle, “Sears Has Everything!” Not anymore. It’s ironic that Sears, the mail order giant of the 19th century that dominated retailing throughout the 20th century could not survive the e-commerce age of the 21st century. After all, Sears created mail order marketing — which evolved into direct response marketing, right?

Artificial intelligence may be able to make the world and the customer journey more predictable for CMOs who are trying to allocate budget as TV ad spend dips and ad agencies lower marketing payout predictions.

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