The battle for the post-digital world

Marketing in a post–digital world was a major theme of the 2016 Forrester Research Marketing Forum held in New York recently. At the event, analyst Carl Doty defined the post–digital world as one in which digital is embedded in our daily lives. In that context, he described the evolution of marketing: pre-digital marketing meant using mass media in a one-to-many approach; digital marketing was about data-driven, one-to-one personalization; and post–digital marketing means one-to-moment marketing. One-to-moment marketing has been on the agenda of major brands and thought leaders for the past few years. Forrester's Julie Ask opened the conversation about one-to-moment marketing in 2014 when she urged brands to think of mobile marketing as an opportunity to create content that matters to consumers based on the context of their moment.