From dark satanic mills to counting electric sheep

This article argues that in the era of personalisation, marketing will need to learn to embrace multiplicity, as too much of current marketing theory is still rooted in the singular: an insight, a core proposition, a target audience.

From dark satanic mills to counting electric sheep

Giles Lury The Value Engineers

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.

Executive Summary

The industrial revolution led to the era of mass - mass production, mass communication and mass consumption. Henry Sloan's Ladder of Success started a shift to a world of segmentation. The technological revolution is driving us into a new era - the era of the personal. Marketers will need to adapt their thinking, recognising different types...

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