MODERN MARKETING
that are relevant to us at a time
that is relevant to us, and those
messages will self-assemble.
People-Based Marketing
Also see 1 & 2 above. As more
people gravitate towards mobile
devices, the role of the tracking
tools such as the cookie will
become increasingly irrelevant.
People-based marketing is about
linking the activity of web or app
users with a form of identification,
such as a log-in. Marketers will
increasingly become reliant on
identity trackers such as Google,
Social Media sites, Apple and to a
lesser degree news and education
sites to track consumers across
multiple devices. Accessing
this data will be paramount to
competing in the digital age.
Beacons
Found in devices such as
mobile phones, beacons are low
frequency chips that communicate
with other beacon devices to form
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January 2016
a network and can work over a
range of up to 70 metres.
Westfield have recently released
thousands of beacon-equipped
digital screens in its shopping
centres. These screens have the