Personalised targeting: Don’t get personal, get social

Personalising communications to individuals in digital media is evolving. Social targeting of communities, and their influencers, is the way forward.

Personalised targeting: Don't get personal, get social

Tony Effik Publicis Modem, New York

Personalising communications to individuals in digital media is evolving. Social targeting of communities, and the influencers within those social groups, is the way forward, says Tony Effik, Publicis Modem New York.

We now increasingly compete on our ability to use personal data. Privacy, in its traditional form, is dead. Yes, that's what I said – privacy is dead. The debate is no longer about whether we should use personalised data for marketing, but rather, what is the best way to use it?

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