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Unpacking how to use data to target ideal customers
In this instalment of the 2019 Absa Insights Series, Google SA’s Head of Industry Manager; Linah Maigurira explains how and why data is the present and future of marketing.
Video highlights:
- Every time a consumer goes online they create a digital footprint. This content is used to create a user profile.
- Digital footprints enable a customer’s data to be tracked. Every brand has access to this data and can use it to psycho-graphically profile and target ideal customer profiles.
- Brands need to move away from an analogue form of marketing towards data-driven marketing.