“We’re living in a world of instant satisfaction,” asserts Nicolas Bidon, chief executive officer of WPP’s programmatic media agency, Xaxis. “At the touch of a button, consumers get a solution to their immediate problem. And, even where it’s not that easy to get their needs met now, that’s still what customers want.” The challenge, he notes, is that some industries have a hard time achieving that immediacy because they’re still in the midst of their digital transformation.
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