11 November, 2017, was a historic day, clearly showing how the Internet, commerce, and entertainment have increasingly grown together. 11 November was Singles’ Day, a Chinese event mainly involving shopping and particularly shopping through various digital platforms. In 24 hours, consumers spent a whopping $25 billion on different products and services. More than 140,000 different e-tailers were given the opportunity to increase their profit for the year.   

It may have never been more difficult to work in marketing as it is right now. There are more channels than ever for your brand to be seen, and while new channels are added to the marketing mix, the traditional ones still have to be maintained. User expectations on quality, relevance, and personalisation increase with every week, and earning user attention requires new approaches.