Personification: The future of marketing is near…and is it Facebook?
When most agencies do strategic marketing, they’re preoccupied with ‘the next big thing.’ Here’s one take on the future of marketing in the digital age.
Online marketers often ask, “What’s the next big thing in marketing and advertising?”
Answer: Personification. Over the past decade, big data, whiz-bang technologies and new digital channels have let marketers run highly targeted campaigns. Though each campaign may be well targeted, their cumulative effect is overwhelming and uncoordinated. New channels got added to the old, and the outcome is “shock and awe.”
The future is reimagining and redirecting our marketing machinery. If we use this technology to create consumer experiences that are highly coordinated, in context, and appropriate to the individual, these interactions feel native, intuitive, natural, and human. That is the future.
Here comes Facebook
What I saw at F8 (Facebook’s Developer Conference held in San Francisco, April 12-13, 2016) could be big. Facebook appears to be connecting the last mile between consumers and businesses, and if Facebook’s data gets integrated with all the marketing and adtech machinery, that union could bring about this “personified future.”
Consider Facebook’s assets:
Identity.
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