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HomeInsightsWhen nothing is what it seems

When nothing is what it seems

Abstract
Digital breakthroughs continue to challenge prevailing understandings of markets and marketing practices, bringing exciting opportunities to reimagine our offerings. Looking through the lens of digital surrealism, we identify key trends emerging in the field: (1) Is AR (Augmented Reality) for real?; (2) There is no better PR than GDPR (General Data Protection Regulation); (3) A persona is not a persona; (4) Min(e)d your language, and; (4 ¾) Raise your voice. Maybe. Based on these trends we develop an agenda for future research that enables the realization of the opportunities that the digital space offers.

Chinese Abstract
数字化的突破不断挑战人们对市场和营销实践的普遍认识, 让我们拊髀雀跃重新构想我们的产品. 透过数字化的超现实主义, 我们看到该领域的主要新兴潮流: (1) 被夸大的现实是否真实? (2) 通用数据保护条例 (GDPR) 就是最好的保护条例; (3) 个体并非个体; (4) 小心 (挖掘) 您的语言;以及 (4 ¾) 提高您的音量. 也许吧. 根据这些趋势, 我们制定了未来研究的日程, 以实现数字化世界所提供的机会.

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