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

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  • Mcmullen, Hannah

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.

Suggested Citation

  • Mcmullen, Hannah, 2013. "The art of the possible: How data and technology can help a marketer stay true to their brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(2), pages 170-176, June.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:2:p:170-176
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    More about this item

    Keywords

    brand strategy; brand marketing; data footprint; big data; data analytics; consumer behaviour; consumer expectations; multi-channel marketing; multi-tasking consumers; television advertising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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