Branding, from smartphones to smart consumers

This article argues that personalisation is more complex than adapting every product to every consumer, and that to succeed, marketers need to identify what today's 'smart consumers' want, when and how.

Branding, from smartphones to smart consumers

Javier Otaduy Otaduy Branding

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.

We talk a lot about the increasing power, usage and excitement that smartphones are gaining in the consumer's life, but not too much about the main trend behind this: the increasing amount of 'smart consumers' that we as marketers are finding everywhere.

In 2016, there will be more than 2 billion smartphone users in the world (1), but the new way...

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