04/29/2014 02:39 EDT | Updated 04/29/2014 02:59 EDT

Dx3: Delivering An Accurate Message To Consumers Pays Dividends (VIDEO)

The tools at the disposal of marketers today allows businesses to deliver an accurate message to consumers at various stages of the customer's shopping experience, says Drew Cashmore, senior director, media & digital marketing for Walmart Canada.

Why is this important? According to Cashmore, if a business can connect to its consumers in an accurate and relevant manner, then it can create an ongoing conversation with the customer that will yield far more than if you just bombard them with a sales push.

Watch the full video above.