Personality Based Targeting: Will Marketing Come Full Circle?

Is marketing coming full circle? In the days of the bazzar the shrewd shopkeeper read the personality of the shopper in seconds and tailored his sales pitch accordingly. In the age of lives leaving extensive digital footprints and AI, it is now increasingly possible for modern marketers to do so. Post the Cambridge Analytica scandal, the question is whether they should do so or be allowed to do so? This post argues that the potential for personality targeting provided it is done with permission of the individual and not sneakily

Marketing to Bots: The Coming Paradigm Shift?

What will the impact of AI be on marketing? Will it be one more tool in the hands of marketeers and brands to better discern needs and want, target communications more effectively and improve ROI? Or will the impact go much deeper and be a force that changes they very fundamentals of marketing? Dawar and Bendle in their article present one such intriguing scenario. #Marketing #AI #HBR #Alexa #Siri #AIAssistants #AIPlatforms

Generation Z in India – Viva La Difference!?

It is time marketer’s begin to focus on the post-Millennial generation – Generation Z. Businesses, brands and marketeers need to invest in a deep understanding of this segment to plan for the next decade. A syndicated study that will offer a continuous and rich media dashboard into the psyche of Generation Z, Millennials and Generation X is on the anvil.

The Importance of Cumulative Advantage

Cumulative Advantage is what a brand gets when a consumer picks a brand’s product for repurchase with very little or no thought invested in the purchase. Very often brands destroy cumulative advantage to enhance competitive advantage. This is counterproductive.
While the theory of cumulative advantage works for the FMCG category the article briefly examines it’s applicability to categories like consumer electronics or auto where time between purchases is in terms of years and not weeks or months

The Emergence of Self-Segmentation

In my experience segmentation will, as the digital age proceeds, morph into two separate but complementary dimensions.
The first dimension I would call “Proto-Segmentation” in that it will be as defined by Wendell Smith in 1956: “Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants”
Proto-Segmentation will drive the development of products and services for at least the next few decades until driven by advances in 3D printing and artificial intelligence, the age of the on-the-fly customisation of products and services dawns.
The second dimension is the dimension of “self-segmentation”. The rise of self-segmentation is the direct result of the rise of social networks and online communities combined with the new era of the Web-empowered consumer.

Marketing Enlightenment

          Read Steven Pinker’s new book “Enlightenment Now”. There are many of us who see tribalism,…