Brand-consumer sexting as the future of marketing personalisation

This article argues that mobile needs to be at the centre of marketing and that in order for companies to successfully market their products to individuals, they need to embrace the ways their consumers already use mobile devices.

Brand-consumer sexting as the future of marketing personalisation

Tara Duveanu Nollar

Personalisation via the mobile phone can enhance the company–customer relationship and transform the buyer experience. Marketers must embrace the ways people use mobile devices to build meaningful connections, not intrusive ones. This means fostering engagement and trust, and understanding individual consumer needs.

The Admap Prize 2016 This essay was Commended by The Admap Prize 2016 judges. For more information visit the Prize page.

It won't be long before brand guardians and CMOs will have to master a new business skill – brand–consumer sexting. Probably...

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