Advertising in 2020 and beyond set for disruption

| August 26, 2019

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While some believe the point is exaggerated, it’s hard to argue against the idea in some basic form that increasingly, companies view their customers as valuable data sources. That data is to be harvested in lieu of, or in addition to, payment for products and services. This thought is made more convincing by the number of businesses that opt to rely on consumer data and achieve spectacular economic outcomes by putting it to use. The reason that consumer data is so valuable, and that companies are so keen to use it (even going so far as to risk consumer privacy), is because they can use it to capitalise on consumer preferences and more efficiently sell us their products and services. You can go a step further and argue that it’s not just about capitalising on behaviour but influencing habits. This is not anything new in advertising, and can be seen in just about all forms of analogue advertising. At its core, it is about influencing consumer behaviour.

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