Businesses are struggling to keep up with customers’ constantly changing demands. These days, customers are spoilt for choice when it comes to which brands they interact with online. They are constantly choosing which timely, personalised messages they will pay attention to and whether to provide feedback in the pursuit of rewards and incentives Couple this with the smorgasbord of online platforms on which they are interacting with brands and it is no wonder it is harder than ever for marketers to reach their customers.