Marketing in the age of fragmentation

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.

Marketing in the age of fragmentation

Scott SymondsAKQA

In an era when they're bombarded with choice and empowered with control, consumers must be given increased relevancy and value. For marketers, it will be data, reduced to its most fundamental elements and organised effectively, that will be the primary currency of future marketing strategy and should be deployed to create seamless brand experiences that function fluidly across all delivery channels.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

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