The Personal-Data Tsunami and the Future of Marketing: A Moments-Based Marketing Approach for the New People-Data Economy

This article describes the ways in which brand marketing is rapidly changing and how businesses and marketers will have to adapt.

The Personal-Data Tsunami and the Future of Marketing: A Moments-Based Marketing Approach for the New People-Data Economy

Shawn O'Neal

SO-Analytics

INTRODUCTION

The fundamentals that make economies of scale work are deteriorating before our eyes. Abundant computing power, the free flow of information on the Internet, and the ability to harness data—forces breaking down conventional beliefs—make for a virtual socioeconomic tsunami that is tearing apart the way business runs and how competitive advantage is won and lost.

An ecosystem of information, communication, and methods driven by constantly evolving technology is upending 200 years of truisms. This observation implies the need for...

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