Brands are still struggling to deliver on the promise of one-to-one marketing, writes the CEO of Flite
The confluence of two aspects of marketing makes absolutely zero sense to me. First, soon after the advent of the first digital ad, the marketing world espoused that soon we’d be able to accurately target consumers and properly track marketing spend, and by extension, we’d no longer have to hear the famous John Wanamaker quote ever again. Second, over the course of the last decade or two, email marketing and CRM disciplines have been able to, more or less, make that a reality. Yet, somehow it’s never quite become a reality in the one part of marketing where it could most easily be achieved—digital advertising.