Marketers could be responsible in their usage of consumer data to engage “the future consumer”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2019, 2:36 AM UTC

Technologies such as augmented and virtual reality can also improve engagement.

This article states that digital transformation has “reformed” advertising and marketing to an extent that once familiar reference points do not exist anymore. So, the author makes some suggestions on engaging “the future consumer”.

Given consumer’s privacy concerns, brands must avoid infringing on user’s freedom and privacy. They must also look to be more transparent and responsible about using personal data. The author notes the lessening importance of sales oriented advertising. Delivering meaningful and impactful content through native advertising will gain importance.

Marketers are advised to leverage video as part of their strategies. The piece provides that marketers using video observe a 49% growth than non-video users. The author also recommends using augmented and virtual reality to improve engagement, personalisation and overall customer experience.

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