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Driving Digital Strategy
book

Driving Digital Strategy

by Sunil Gupta
July 2018
Intermediate to advanced content levelIntermediate to advanced
288 pages
6h 35m
English
Harvard Business Review Press
Audiobook available
Content preview from Driving Digital Strategy

Chapter 8

Engaging Consumers

Advertising people love advertising, but everyone else hates advertising.1

—Gerry Graf, former chief creative officer at Saatchi & Saatchi

“The right message, to the right customer, at the right time”—marketing executives around the world are convinced that this goal is now becoming a reality, thanks to their ability to track every single click of a consumer on the web, know her location at any time through her mobile device, and have a deep understanding of her interests and activities through social media and Facebook. Sophisticated approaches such as programmatic media buying, real-time marketing, data mining, geotargeting, and retargeting have given marketing experts new confidence in their ability to achieve ...

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Publisher Resources

ISBN: 9781633692695