Advances in technology in the last two decades have changed the way people consume content and interact with brands. The increasing pervasiveness of the Internet from tops of desks to palms of hands has given birth to a generation locked onto their screens, creating an opportunity for marketers to communicate to consumers pretty much wherever and whenever they want.
This revolution in the way people interact with companies has not only created prime real estate for ad content, but also a funnel for marketing analytics and insight previously unheard of in any industry.
At the same time, consumers have evolved into a post-demographic economy where the volume and ubiquity of information available online democratized content, allowing people to be in full control of their consumption habits. Social media has also created a more personal connection between brand and consumer, allowing people to have a more direct role in shaping a brand’s marketing strategy.
Are we using Big Data for marketing properly?
In the pressure to scale faster and cope with the growing sophistication of consumers, there is a temptation to simply replicate past successes, creating slightly different versions of previous efforts.