What's Next And Now: Data, Data, Data
Very good article over at Adweek this morning about accelerating the use of data to better target ads and other offers to consumers, and to help maintain a positive relationship with them after the initial contact.
This is a key issue for agencies, and a strong argument as to why holding companies need to move forward much more quickly in their strategy to re-integrate the direct marketing and media companies from their creative shops.
At my firm, we are working diligently to have our Y&R network work even more closely with our group at Wunderman: clients want to know that all of the data they are accumulating is being put to good use across the board.
Great creative ideas will still win the day when it comes to attracting consumers to your brand. But once you have engaged them, the use of technology and the data available to fuel the different platforms now available will be the key part of growing and maintaining that relationship.
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