Marketing in the age of fragmentation

Scott Symonds
AKQA

In an era when they're bombarded with choice and empowered with control, consumers must be given increased relevancy and value. For marketers, it will be data, reduced to its most fundamental elements and organised effectively, that will be the primary currency of future marketing strategy and should be deployed to create seamless brand experiences that function fluidly across all delivery channels.

The Future of Brand Communications