‘3 Ways Customer Data Allows for Pinpoint Marketing ’ – ‘Entrepreneur’ Blog
James Green says, “Before the surge of data-driven advertising, programmatic marketing and real-time media buying, retail marketers faced challenges in effectively figuring out who was interested in purchasing their products.
Historically, inventing “personas” based on demographic information and CRM systems was the way this was done. It went something like “An affluent, mother in Delaware purchased my product, so let’s find more affluent Delaware moms.” In the contemporary digital marketing world, we know that personas and demographics are only rough proxies for the people who are currently in-market to purchase your products. Marketers who use personas alone risk not reaching, engaging and influencing high-valued shoppers“.
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