At SXSW 2014, Rocket Fuel brought together a high-profile panel of Ad-Tech visionaries to talk “Advertising 2020," a look at current trends in the advertising industry and where it’s headed in the second half of the decade.
Brian Solis, principal at Altimeter Group, a research firm focused on disruptive technology, spoke about how the consumer experience and path to purchase has to be the primary focus for marketers going forward. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. He explained that consumers are more informed than ever, and can no longer be forced by marketers to conform to the way they do business. Instead, people look for a personal, “ego-centric “ online experience tailored to their unique interests.
This means marketers must, above all else, provide an experience that creates a personal relationship between the consumer and the brand. The marketers that choose to leverage contemporary data and technology to build an always-on approach that speaks to individuals will reap the benefits of this new era of marketing and advertising.
Watch the highlights of Brian’s interview below for more on how marketers can deliver the experience consumers want