No category is safe from disruptive influences but little is understood so how this changes the structure and style of consumer decision making.
We assume that data will speak for itself. But as brands struggle to leverage value from data it is becoming clear we need more focus on the human aspect of data analytics.
Is there a way in which brands can use technology to offer emotional engagement at scale?
Marketers are using intimate details of consumers so that advertising can be precisely targeted. But does this have long term dangers for brands?
Just how do we understand what customers want, when researching products and services that they have never experienced before.
The evidence is mounting that big data can tell us a lot about the soft issues that we had assumed were the preserve of market research.
Technology is revolutionising the way in which we engage with brands. New eco-systems are driving the need for a rethink of marketing principles.