2015 will see stronger narratives driven by approaches like cross-device sequential storytelling and interactivity where user will play a more active role in influencing content. Delivering relevant content is becoming less dependent on Personally Identifiable Information. In 2015 the value exchange will be less about who the user is and more about where they are and what they’re doing. This year will also witness a shift in interactions with personal technologies. Retailers are already implementing changes necessary to provide additional context and technologies like Augmented Reality are helping. Read more at: http://digitalmarketingmagazine.co.uk/digital-marketing-features/evolution-in-2015/1374