Wednesday, August 28, 2013

How technology is redefining consumer groups.

The ways in which brands can target and communicate with consumers have evolved massively in the past 20 years, not least with the advent of digital media and the rapid penetration of technology into our everyday lives. The ways in which we communicate with each other and keep ourselves informed and entertained has diverged across platforms and devices, making content much more accessible and controllable for the consumer.

Yet how we define and understand the audiences for brands has not necessarily changed to keep pace.

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