Great article from the McKinsey Quarterly: The coming era of ‘on-demand’ marketing | McKinsey & Company.

[…] marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.

The article walks through a couple scenarios of how digital media, analysis, and automation will personalize marketing touches with consumers and prospects more than ever. We’re beyond the age of worrying about cookies – and on to the age of Near Field Communications (NFC) (tapping devices with each other or with NFC tags to transfer data!), and automated, granular, rules-based targeting, retargeting, and co-branding that retargeting!

This is a good read for staying ahead of the curve.