How becoming trigger-happy can stop marketers firing blanks
A lot of companies are sacrificing sales for data, says Rob Morrison. Data on the trigger moments that put consumers back in the market is what marketers need.
There’s an urban myth kicking around in marketing circles. It’s been there for the last ten years and, tragically, it’s showing no sight of slowing down. It goes like this.
Big data equals big sales.
With the advent of mobile-this, social-that and voice-activated- the-other, we now know more about our market than ever. We know who’s passing which billboard – and which mode of transport they’re on. We know who’s watching which TV series – regardless of whether a TV is actually involved. We know who’s doing which search – no matter if a single keystroke is registered.
But is it helping?
This article was first published by Marketing Mag.