Is data the solution or the problem?
There’s little question that technology has changed the entire dynamic of the marketing industry. The influx of data, along with behavioral retargeting, has allowed brands to communicate a desired message to a desired audience with extreme precision. What isn’t so clear is the impact these changes have had on the relationship between brands and their consumers. In fact, what once looked like the opening of the floodgate of opportunity is actually leading to the rapid erosion of brand value. The branding industry has evolved from “target marketing” to what essentially qualifies as high-level engineering. This should mean that brands are more relevant and therefore more...
