Brands opt to personalize marketing campaigns to individual consumers
Implications - The amalgamation of identification tech, social media and smartphones has resulted in a wide range of possibilities for brands seeking to live-market hyper-targeted ads to specific individuals. The centralized focus on individual consumers serves two functions – it offers highly shareable moments on social media, while simultaneously forming authentic bonds with consumers.
Workshop Question - Brainstorm how your brand could target its marketing to individual consumers.
Trend Themes
1. Hyper-targeted Ads - The centralized focus on individual consumers serves two functions – it offers highly shareable moments on social media, while forming authentic bonds with consumers.
2. Responsive Advertising - Brands leverage hyper-local advertising schemes to share relevant content that resonates with consumers on a moment-to-moment basis.
3. Data-driven Advertising - Marketing tactics directly engage individual consumers, cultivating new relationships, strengthening existing ones, and repairing ones with previous customers.
Industry Implications
1. Marketing and Advertising - These trends are at the forefront of marketing and advertising strategies that aim to engage individual consumers via hyper-targeted and data-driven campaigns.
2. Retail - These trends provide opportunities for retail businesses to personalize shopping experiences, offer remote crowd analytics, and make use of responsive in-store displays.
3. Dating Apps - Trends like hyper-local dating updates pave the way for dating apps to regain some of the personal connection between people that modern romance has lost.
