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Marketing In the Era of Consumer-led Change

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Jarvis Lett
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From BlackLivesMatter to rainbow-colored lights on the White House to Jean Julien's "Peace for Paris" sketch, 2015 showed us the power of marketing beyond consumerism.

The key is to build personal relationships with customers.

Instead of focusing on the goals they set and then seeing how willing customers are to buy into them, successful brands will focus on discovering an individual customer's goals and helping her achieve them.

That discovery will be aided by the exploding supply of personal data.

One in four own a fitness tracker, and among those who don t, 38 percent plan to buy one in the next six months.

Tailored data helps create the most appealing marketing campaigns.

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Jarvis Lett
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