The art of the possible: How data and technology can help a marketer stay true to their brand

Hannah Mcmullen

Journal of Brand Strategy, 2013, vol. 2, issue 2, 170-176

Abstract: The environment in which today's marketers and advertisers now operate has undergone a seismic shift, brought about primarily by advances in consumer technology, which in turn has created the most complex consumer landscape ever faced by brand marketers. One could argue that while technology may have distanced many brands from their customers, it actually provides marketers with the tools to navigate this multi-channel environment and engage consumers with brands in a way that delivers the personalised and compelling customer experience they expect from each brand. This paper outlines how data and technology can help a marketer stay true to their brand and its goals through a deeper understanding of how people engage with brands in general. It details how brand marketers can successfully combine creativity, technology and analytics to set a brand apart from its competition and safeguard the business for the future.

Keywords: brand strategy; brand marketing; data footprint; big data; data analytics; consumer behaviour; consumer expectations; multi-channel marketing; multi-tasking consumers; television advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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