Personalised marketing: Walking the line between contextual and creepy
Lena RolandWarc
Contextual integration, relevancy and privacy were the major themes explored at Now / Next / Why, an event held by Contagious, a marketing and branding consultancy, in London in April 2014.
In the multi-device digital age, targeting consumers according to media usage alone will not suffice. To create what Will Sansom, director of content and Strategy at Contagious Insider, described as "a complete, connected and consistent experience", brands must plan around the personal context. This means taking factors such as the time of day, location, pattern of behaviour...