Major brands (e.g., Nike) are strategically providing consumers with such community environments (Figure 1: Digital Business). Wearable devices, mobile self-tracking apps, and the self-tracking information people share with community members provides business strategists (e.g., digital marketers, product/service teams, and innovation groups), with opportunities to engage audiences in new ways, build more collaborative customer relationships, and gain a competitive edge. Read the rest of Gartner’s VP of Research Mike Gotta’s post.
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