‘Data-driven marketing focuses on customers, not technology’ – ‘Experian Marketing Forward’ Blog
Martin Gilliard says, “The role of technology in marketing is dramatically changing. It began with interdependent tools that solved one issue. Now we’re seeing a fundamental shift in investment to software that helps companies illustrate, measure and quantify the overall impact of marketing expenditures on their business.
The shift in investment is due to the eventual reality of an all-digitally connected world. Before the end of the decade, all purchased media is predicted to be programmatic. Digital advertising is not a trend or fad. It is an upgrade to current marketing strategies.
As this disruption continues, I believe the marketing technology industry must focus on the needs and benefits of its customers – the marketers.
Automobile manufacturers, for example, do not advertise the brilliant design of an engine or information about torque and RPMs. They speak to issues their customers care about, such as stability, safety, power and comfort“.
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