“Amazon gives shoppers personalized recommendations. Nike lets runners customize their trainers via Nike ID. Coca-Cola has introduced Freestyle vending machines, which enable patrons to create their own beverage …” adaptive marketing is set to become the next big thing.
These days’ consumer data is everywhere. Just by reading this article you are providing insight into your behaviors, your tendencies, likes and dislikes while surfing online.
While you can argue that to some degree consumer behavior hasn’t changed with buying decisions, the method in which insight and information is gathered has. The line from a stimulus to point of sale is not a straight and narrow by any means. And, as a consumer before I buy your product or service I actually have to like you (the brand) even though the majority of what I (the consumer) base my opinion on will come from the experiences of others (i.e. reviews, referrals, and social proof).
In an age where the average shopper use more than 10.7 sources of information before buying, simply having a website will not make a company present in these critical online activities.
The Dawn of an Adaptive Marketing Era
Adaptive marketing is an approach that enables marketers to actively track and respond to consumers in real-time. This marketing method is driven by data and focuses on the making the experience more relevant to the needs of consumers.
The emergence of mobile and social has actively increased the necessity for individuals to feel like they are a part of movements and communities. One could easily make the case that this applies in a business to consumer (B2C) and business to business (B2B) context.