ADDRESSING CONSUMERS ACROSS A NEW CUSTOMER JOURNEY

If 2020 taught us one thing as marketers, it was how the power of personal connection can create authentic experiences that connect brands to consumers in contextually—and culturally—relevant ways.

We’ve long known that one of the most impactful ways to reach an audience is through the power of story. Over time, technology and data became enablers that delivered premium content and brand messages to consumers in a way that didn’t feel mass-manufactured for the many. Addressability emerged as a technology and tactic enabling brands to reach key audiences in a one-to-one or one-to-few manner—and in the right “moment.”

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