Sequential messaging – key trend for 2014

2014 just started and many marketers and strategists are debating over the key trends of this year. Thomas Kenny is a strategic planner at Leo Burnett in Toronto and presents his predictions.


As the ability to identify and track consumers across devices becomes more sophisticated, we will see an increase in brand experiences that follow you from one place to the next. The best of these experiences will make use of the information already collected and continue the narrative with contextually relevant information. The potential for sequential messaging is amplified even more when you begin to incorporate the wealth of information living in each of our mobile devices – location, search history, social graph, calendar, etc. This year we’ll see advertisers starting to connect some of these dots.

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