French marketers see the value of marketing in context and are trying to find the right balance between promises to the customer, data privacy, and the marketing goals of the brand.
As the world of digital marketing evolves and brands are able to collect more types of data about their audiences, marketers are moving past segmentation and personalisation to using the contextual data of customers and prospects to craft messaging. By analysing information such as a consumer’s purchase intent, current location or online activity, marketers have the chance to target their messages more precisely and to make better use of their marketing budgets. Read article >>
