Knowledge is power and, as marketers, we are fortunate to work in a time where we have unparalleled insights into audience behaviour.
The rise of smartphones and the digital era have resulted in trillions of data points being created every day, revealing everything from our location history to how much battery our smartphone has left. This data is already being used effectively across the industry and it is common practice to create bespoke audience profiles to identify which users are relevant for your brand and allow advertising to be precisely targeted to the user.
But all too often, once data has been used to identify an audience, the industry recedes to the Dark Ages and fails to capitalise on the improved customer experience and instant feedback loop that are possible.
Read the rest of the article here.