Interview: Recreating Intimacy With Connected Consumers

Suggested Citation

Stephen, A., & Ahmad, Y. (2017). Recreating Intimacy With Connected Consumers. NIM Marketing Intelligence Review, 9(2), 48-53

NIM Marketing Intelligence Review – The Connected Consumer

Authors

Andrew T. Stephen, L’Oréal Professor of Marketing and Associate Dean of Research, Saïd Business School, University of Oxford, England, andrew.stephen@sbs.ox.ac.uk

Download Article

Interview with Yasmeen Ahmad, Think Big Analytics Director at Teradata in London, UK

In the good old days shop managers knew their customers personally and were able to tailor offerings to their needs and desires. But how can we create meaningful moments for connected consumers in global markets? Yasmeen Ahmad explains how, in digital times, data fill in. Smart algorithms help generate insights and enable real time action to provide the right product and service to the right customer at the right time. Companies that don’t want to be left behind a digital elite need to remain close to their customers across multiple digital touchpoints. Being capable of reading, interpreting and acting upon consumers’ traces is a prerequisite.

Authors

Andrew T. Stephen, L’Oréal Professor of Marketing and Associate Dean of Research, Saïd Business School, University of Oxford, England, andrew.stephen@sbs.ox.ac.uk

Share Publication

Copy link

Suggested Citation

Stephen, A., & Ahmad, Y. (2017). Recreating Intimacy With Connected Consumers. NIM Marketing Intelligence Review, 9(2), 48-53

Here you can find more exciting articles of this issue.

To the entire issue

Consumers have become always on and constantly connected. Search costs have plummeted, individuals’ abilities to digitally express …

Many social media handbooks recommend targeting customers’ close connections and encouraging consumers to spread the word about their …

In a classic seeded WOM marketing campaign, a company sends product samples to a selected group of influencers, and encourages them share …

Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly …

To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have …

Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable.

The way in which we communicate is changing radically. In the analog world, promotional communication was consumed rather passively.

All issues

2025-04

Influencer Marketing Relationship Building Livestream Commerce

2024-10

Platform Strategies Platforms and Brands Business Innovation

2024-04

Content Creation AI-Support Prompt Engineering

Interview: Recreating Intimacy With Connected Consumers

Other articles of the MIR issue “The Connected Consumer”

Latest issues