EMERGING TRENDS IN MARKETING COMMUNICATIONS: PERSONALIZATION AND EVENTIZATION

Lately, there have been a couple of trends emerging across the various tools of marketing communications. The paper attempts to argue, discuss and demonstrate two emerging trends, namely personalization and eventization of marketing communications. Personalization can be described as a way to deliver marketing messages specifically targeting individuals in ways, which are well accepted and received and which increase the impact, hence efficiency of marketing communications. Eventization describes the ability of marketing communications to be different through its own form or format. Successful application and appropriation of both personalization and eventization provides businesses, products, and brands with competitive edge.