MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
MostContagious2012.pdf - Contagious Magazine
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personalisation /<br />
here’s to you<br />
‘P&G’s vision is to build our brands<br />
through lifelong, one-to-one relationships<br />
in real-time with every<br />
person in the world,’ said P&G’s<br />
global marketing and brand building<br />
officer, Mark Pritchard, in<br />
March. ‘It means shifting from mass<br />
broadcasting, to creating more<br />
personal, one-to-one conversations.’<br />
Welcome to the age of mass<br />
personalisation.<br />
Underpinning personalisation is of<br />
course personal data, and vast amounts<br />
of it. Boston Consulting Group’s report<br />
in May said globally people send ten billion<br />
text messages and make one billion<br />
posts to a blog or social network. There<br />
are six billion mobile phones, of which<br />
one billion are smartphones. That’s led<br />
to data-driven stories, products and<br />
even services. ‘Data,’ claims Daniel<br />
Stein, founder of digital agency EVB, ‘is<br />
the new creative brief.’<br />
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf<br />
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