Marketing Tribune: Mirabeau’s CEO Says The World Is Becoming More Personal, Smarter, And That's Also True For Marketing

“We are now really working around the Internet of Things,” says Adjan Kodde. “Data analytics, AI and blockchain are becoming increasingly important as we move towards a world in which everything becomes more personal and therefore also more intelligent.”

Excerpts:

“We are emerging from a period of mass marketing and mass communication. One day we roll out a particular product and the next day we create a campaign to connect as many people as possible.

Often more beautiful than reality, companies are realizing that they can no longer get away with making the sort of promises traditionally found in mass marketing campaigns. You won't be instantly happy by opening a bottle of cola. With the consumer focus on brand promise, if you don’t make what you promise, the consumer will go to the competitor.

Successful marketing is all about better understanding the consumer. This is often done with a mixture of machines and people, whereby the latter group ultimately makes a difference. Everyone is talking about digital transformation, but to become more digital, you ultimately have to become more human.”

To read the full article in Dutch, click on the pdf.

	02.13.18 Marketing Tribune (1.7 MB)