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Putting the Consumer at the Center: Re-thinking Advertising

by Steven Webster | 25:12 | San Francisco

Segment. Target. Hit. If you were to listen to the vocabulary of marketers and advertisers, you’d think they were trying to kill consumers, not be in service of them. Steven Webster, of Microsoft Experience Design, will talk about he and his team at “Studio 415” in San Francisco are applying design-thinking to re-frame advertising from a one-sided marketplace where brands talk at consumers whenever they can identify them as mildly interested, to one where consumers engage with brands of their preference, on their terms, on a device and at a moment of their choosing. How do you apply Design to the service and products of digital marketing and advertising, so that a consumer first proposition is also more profitable for the marketer?

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