In what can only be described as a true-marketer approach to some of the more controversial adtech related incidents of recent times, we learned that perhaps data isn’t as scary, or as precious, as we hold it to be, and that the context of humanity and behaviour should always accompany it.
When we’re being inundated with doomsday statistics and the political merry-go-round on energy policy, it’s difficult to feel as though consumers have any control or influence. However, options exist and we don’t necessarily have to sacrifice profitability or reliability to make the transition to sustainability.
The predictions and statistics around IoT are numerous and impressive. We can experience it in our homes, and have watched as disruptors reshape industries, or create new ones. But there is more to IoT than big numbers and high profile companies - it’s giving businesses of all sizes, in a broad range of sectors, more visibility and control over their operations than ever before.
Personalisation has toppled segmentation as the go-to marketing model for defining audiences, and is derived from the increasing amount of consumer data available to businesses. Personalisation is also challenging business - and agency - self-perceptions of customer centricity, exposing pitfalls in established processes and supplier relationships that constrain a truly customer-first approach.