7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.
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
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.
My coverage of the ARF annual conference: do you have a digital data insights strategy? Are you working as hard to understand the sea changes in media consumption as you are to understand consumption of your brand?