Advertisers look to data to improve personalization and consumer relationships

Latest eMarketer research shows that Advertisers look to data to improve personalisation and consumer relationships.

Most UK consumers are moving beyond “always-on” to a more complex state involving multiple media devices, often used simultaneously. This multiplatform behavior makes it harder than ever for advertisers to keep track of their audiences.

Following and responding to consumers now embraces all kinds of initiatives, including general gathering and analysis of customer data, customer relationship management (CRM), mobile apps, loyalty schemes and location-based marketing. In many cases, these efforts are not integrated; in 2015, advertisers will make significant progress in tying them together, according to a new eMarketer report, “UK Key Trends for 2015: Consumer-Focused Technologies Shift Up a Gear.”

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