January 03, 2017
John Wells, President, RAPP LA, discusses the intricacies of today’s modern family – and what that means for marketers.
“Intuitively, we know family relationships are oh-so-complex, yet marketing meant to target families is often one-size-fits-all. A family is so much more than the sum of its parts. Whatever the modern family’s shape or size, each member plays a part in influencing family life. Marketers that identify and feed unique family dynamics stand to create new value for their brands and their customers.
We have new data and technology tools at our disposal that help us more meaningfully infuse brands into the fabric of family life. Precision targeting and personalization enables brands to flex their marketing efforts to something that genuinely matters to different family members with different needs. The diversity of modern families can, and should, be a source of brand strength.”
Read the full article here.