The emperor's new, personalised clothes
Joe Goyder Freelance
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.
If we look back across the long and ancient history of human beings' attempts to sell stuff to other human beings, we can see that many waves of communication and manufacturing technology have influenced marketing. The arrival of printing, reliable post, mass literacy, mass manufacturing, the telephone, television, and the internet have all transformed the way marketers work. Lately, a particular group of...