As a user requests a webpage, the marketer’s goal is to serve the most relevant ad that has the greatest chance of response.
So what does marketing research reveal that helps to achieve this goal? Currently, very little.
In: advertising, big data, content marketing, customer journey, customer relationships, data driven marketing, digital marketing, market research, marketing, media, mobile, path to purchase, programmatic advertising, shopper insights, shopper journey, shopper marketing
7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.
A truly transformational part of digital marketing is that brands can now become Media, attracting their own audiences.Researchers need new metrics to guide brand as media success.