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In the past, two most important forms of marketing were the B2B (business-to-business) and B2C (business-to-customer). The major flaw of these two systems lay in the fact that it generalized the receiving side of your messages and formed them into two incoherent, non-homogenous groups. In other words, while B2C methods promised to get a great response from your customers, different customers (even customer groups) often required different channels and approaches. Same goes for businesses, depending on their size, industry and internal structure.

At the end of the day, both of these aspects (B2B and B2C) are clearly a substitute for the superior P2P (person-to-person) or audience-centric marketing. The main trait of this approach lies in the fact that the approach gets customized and personalized for every single target you reach out to. Before the era of big marketing, customization on such a scale would be impossible to imagine, yet, nowadays, it’s a key ingredient for any successful digital marketing campaign. All of this, raises a single important question – how the crossroads of creativity and big data marketing will impact digital marketing as a whole? Let’s find out!

Audience analysis

The first thing necessary for a digital marketing campaign to give the desired …

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