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Adaptive Marketing 2015
Author: Norman Johnston

ISBN: 9781137462923
Format: Hardcover
Number Of Pages: 225
Published: 29 September 2015
Country of Publication: GB
Dimensions (cm): 24.4 x 16.1 x 2.3
Adaptive Marketing is a new approach to leveraging real-time data that enables organizations to rapidly change to become more competitive and successful. Such accelerated change is more imperative than ever, particularly as both large organizations and small agile companies are using the internet and the information it generates to quickly evolve their marketing efforts to drive up customer relevance and proximity, all leading to better business results. As Kodak or Borders can tell you, not adapting can lead to disastrous if not fatal results. For marketers, this new accelerated, two-way digital data flow brings remarkable opportunities, as well as threats. While some marketers will be overwhelmed by the coming data tsunami, others will capitalize on it to quickly become more relevant to consumers and faster and more effective than their competition. Take for example Kimberly-Clark. The Kleenex marketing team now uses real-time Google data on flu related searches to identify locations of upcoming flu outbreaks and then use this information to instantly adapt their advertising and media plans to target locations with a higher need for tissues. With such practices increasingly common, for most c...

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