Digital platforms open up new opportunities to reach
people wherever they are on multiple devices and to pick up reams of data to
feed into marketing campaigns. But with thousands of forgettable, repetitive
ads coming at people every day, the challenge is not merely to blend into the
background noise, but to offer relevant and personalized communication.
The second Adweek Executive Lab, which took place on
Tuesday in New York and was sponsored by Tapad, included several discussions
about using data to achieve personalization.
Read more in The Challenges of Drawing on Digital Data for Customized Communication
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