HOT BLAST: Big changes in marketing to consumers
Sep 05, 2013 | 1137 views |  0 comments | 13 13 recommendations | email to a friend | print
"Over the past five years, marketing has transformed from a primarily creative process into an increasingly data-driven discipline with strong technological underpinnings," writes Renee DResta.

And much of this data is being handed over by consumers and their numerous digital devices.

The era of demographics is 
over. Advances in data mining have enabled marketers to develop highly specific profiles of customers at the individual level, using data drawn from actual personal behavior and consumption patterns. Now when a brand tells a story, it has the ability to tailor the narrative in such a way that each potential customer finds it relevant, personally. Users have become accustomed to this kind of sophisticated targeting; broad-spectrum advertising on the Internet is now essentially spam. At the same time, there is still a fine line between “well-targeted” and “creepy.”
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