Using data analytics is critical in identifying marketing mix, patterns of interaction and affinity to certain content types and themes for target groups. This helps to make data-driven decisions about how to properly craft targeted content and experiences that will touch minds, move hearts and inspire engagement. Studying engagement, cluster formation and activity or leveraging data on social behaviour and digital tribes are essential in creating effective integrated marketing campaigns. Traditional advertising, marketing communications, PR still serves a great purpose but the fact that mobile phones are slowly becoming humankind's 5th appendage says a lot about the importance of digital marketing.

 

Today, strangers can quickly become consumers or find themselves halfway down a marketing funnel without ever dealing with a sales agent or going into a store. And with positive user experiences and good community reviews the lifetime value for each new brand advocate increases. The basic marketing principles may not have changed much, but the tactics have drastically changed. Mobile-targeted marketing is evolving. Internet speed and accessibility is improving thus creating new opportunities. Pixel data, retargeting, lead generation, nurture campaigns and cross-platform strategies are the digital norms but new strategies are emerging. 

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