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Of all the changes that the last 15 years have brought to society, one has had more lasting effects on consumers than any other: individualism.
Personalization has taken on a whole new meaning, with greater emphasis placed on meeting consumers in a place of their own choosing. Think of the rise and fall of MySpace, the rapid adoption of Facebook, the tailored choices available for nearly any digital media, the highly customizable digital devices that power our lives, or even the phenomenal success of Coca-Cola’s recent “Share a Coke” campaign. Consumers love to build a world in which they are the center.