Why marketers need to embrace brand elasticity in personalisation

This article argues that the rise of personalisation means that 'brand elasticity' must become a crucial part of the modern marketing toolkit.

Why marketers need to embrace brand elasticity in personalisation

Jed Hallam, Jeremy Pounder and Ruth Zohrer Mindshare

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

The past ten years have seen an explosive growth in marketing technologies. One need only look at the marketing technology landscape year-on-year to realize how many new players are entering the spacei. This trend exemplifies the increasing desire of marketers to be more advanced, to be 'fitter, happier, more productive' (to steal...

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