Content can now reach users in a personalised, context-based and proactive form. It is capable of dynamically adapting to devices as well as to environmental data, preferences, social connections and even moods. In this way, individuals are becoming the gravitational centre of their individual content universe where specific content reaches them in the right circumstances. A central aspect of the personalisation of content is the access to user preferences. Together with self-learning software, media companies and marketers as content designers are responsible for adapting messages to the personal universes of their targets. A disadvantage of this development, however, is the emergence of individual filter bubbles for all users, thereby limiting the variety of opinions and topics.
MORE TRENDS AND BEST PRACTICE CASES?
You can find worldwide best practice examples on this macro-trend in our online tool, the Trendexplorer:
- Access to the latest and most relevant innovations worldwide
- Finding useful information with targeted searches
- Creating impressive presentations in PowerPoint or PDF
- Collaboratively working on trend researches
- Staying up-to-date with individual trend alerts