Marketers are often seduced by the channel capabilities offered by technology. And why would not they be? These capabilities are impressive – from social and e-mail display, etc., the technologies are on the cutting edge and are constantly improving.
But the heart of marketing is the audience, the segments and the people. And the more you know your audience, the better you can personalize your message, improve efficiency, optimize metrics, and minimize fraud in your marketing. This statement is obvious in its simplicity, but most technologies do not adequately address this goal.
[Read the full article on MarTech Today.]
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