Adaptive marketing, in which brands use customer data to target and customize both products and outreach, is set to be "the next space race" for marketers and ad agencies, write Norm Johnston and Antony Young. Digital marketing and online data-gathering are the lifeblood of adaptive marketing, although the practice itself can be deployed in a range of digital and conventional media. "[T]he coming availability of addressable TV, location-based and hyper-local media platforms, digital out-of-home and the multitude of tablet and mobile media devices is making adaptive marketing a universal brand marketing opportunity," they write.

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