"Marketers have always had to strike a careful balance between brand building and short-term sales promotion.
Today that balance is harder to strike than ever because of big data and analytics and the highly targeted promotions they enable. The temptation to neglect brand investments in the pursuit of sure sales is nearly irresistible.
To protect your brand, make every message do double duty. Use insights from data to make the long-term case for brand investments. Don’t pursue sales offers you can’t defend in brand terms."
segunda-feira, novembro 02, 2015
Big data, mais um aviso
Mais uma chamada de atenção para o lado negro do Big Data, "Don’t Let Big Data Bury Your Brand".