From mass to mass and personalization
February 26, 2018
From mass to mass and personalization
Interview with Jean-Philippe Martzel (FF Paris Head of Strategy and Business Intelligence) by EBG, the French think-tank on digital innovation, on Mass communication to ultra-customization
Please find out the English transcript below:
“Advertising role is still at giving and nurturing a standard reference, a purpose that could be shared by most of the people. Shared symbols are the foundations of society…and marketing. At the same time, there is all the digital aspect of communication that will make more and more possible to specify a certain number of messages, contents and even services for customers and thus to have an ultra-personalized approach.
Our great chance at FF Paris is to have offices in New York and LA that work a lot with Google and an office in Shanghai that works a lot with Tencent and Alibaba… these companies are at the forefront of customization logic. All of this nurtures us on the ability to create communication strategies and communication plans where things are genuinely integrated in the proper sense of the word and not defined at the side of each other. We marry both strong creative and digital cultures.
There is a whole world of inputs, an entire culture that comes from the BATs and GAFAs that is incredible. There’s apparently an advance over there. I would say that everything is not yet ultra-personalized and even as personalized as we might dream, but things are on the way, and we at FF will take an entirely integrated approach to both aspects: to create a shared brand reference through advertising and, at the same time, to be able to address messages or contents that are wholly profiled for the customers we want to reach through up to date technological expertise.”
Source: EBG
Originally published at knowledge.fredfarid.com.
