THE INTERNET
-Marketers have been taking advantage of people's data, however, now consumers want to be invisible and be disconnected from the online world (THE NEW VALUE ECONOMY)
-HIJACK, an app that uses GPS and knows when you're in-store and then gives you a discount shows how brands can take advantage of consumer data and tailor benefits to then increase sales (similar to Nectar and Tesco club card)
'GOING NATIVE'
-Consumers now want to know where products come from and want to know their story (the convergence economy)
-Now many are going against 'mega systems' (Amazon, Starbucks, Apple) as consumers are becoming wiser and want to shop independent and support local
-Therefore, brands must have a clear story in order to give the consumer more (online experiences etc)
-The age of collaboration, stand alone brands are struggling and rely on others in order to survive
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