This presentation is taken from Twenty's Thought Starter Series, and was originally presented in July 2012.
Many advances, trends and counter-trends are coming together that are profoundly affecting the way we communicate, the way commerce is transacted and the way we engage with people, brands and communities.
Now we have data in mountains. Thankfully, we also have the systems and processing power to store and access it. If we work it, we have automation, content management and digital printing capabilities that provide for limitless levels of personalisation and relevance.
In the world of direct, we’ve been talking about the potential of data-driven, measurable and accountable one-to-one marketing for many years.
Now is an incredibly exciting time as some of the developments noted here offer huge scope to help us finally deliver to the promise. But where do we focus our efforts? How do we optomise in a world of such diversification and fragmentation?
The presentation focuses on 3 evolving themes that we believe will increasingly influence our thinking and the way we plan and execute marketing.
1) Social Collaboration, siting Shell and GiffGaff UK as examples.
2) Interconnectedness of things, with smart phones as the game changer.
3) Agile listening and communication, with a case study from American Red Cross