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Dossier: Data usage in marketing and advertising (engl.)
=> Effektivität und Herausforderungen
Marketing and advertising is all about reaching target audiences in a meaningful and relatable way, standing out from the crowd, and producing innovative and unique messages that customers will not only receive, but preferably convert into purchases. In order to create such effective advertising and marketing campaigns, industry professionals need to have access to information on their target consumers, and this is where data comes in handy. Knowing who the consumers are, what they buy, and their name and location not only paints a picture of their current purchasing behavior, but also helps predict future patterns, which, in turn, translates to more optimal marketing strategies.