#22 Matt Perry. How Data is Changing Marketing.

In this talk Matt Perry, Chief Strategy Officer at Ikon discusses the ways in which data has changed the marketing landscape.

The power of knowledge has been transferred into the hands of the consumer and they are starting to use it. It means lightening fast exchange of ideas, whatever we want is available now and unprecedented choice is only one click away. We are impatient, discerning and fickle so brands have to work harder than ever to gain our trust, consideration and loyalty.

At the same time brands are in a race to capture our hearts and minds by accessing the data we generate through the digital devices that run our lives. Tracking our movements, considerations, questions, attitudes and behaviours. Retailers, media owners and brands are accessing, analysing and using this knowledge to reconnect and convince us that we should buy them above anyone else.

The search for meaning and the rise of the purpose-led brand is on.

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