Page 19 - index

RESEARCH, ANALYSIS & TRENDS

Prior to digitization, opportunities to attract the interest needs before the consumer is even aware of them.
of consumers were few and far between, but the prolif- With technologies such as tag management and visitor-
eration of digital devices and channels has heralded the centric customer data platforms, marketers can learn
era of permanently networked consumers. Marketing from the past experience of the customer and make
strategies have to harness this permanent networking recommendations that are getting more and more ac-
and approach consumers exactly when they are most curate the higher the volume and the quality of da-
receptive for marketing messages and advertisements - ta. For marketers, it's time to accept this new age of
no matter when. If the message is then even relevant in data and to be ahead with massive amounts of real-
the context, the chances are high that there is some time information to meet customers’ needs before they
action. come true.

Be always one step ahead of the consumer needs To create magical moments, where wishes come true
before they are even pronounced, has long been the
Once marketers have mastered the basics of real-time goal of marketers. Using available technologies and
reactions and permanent crosslinking, they can take the platforms can effortlessly make it reality now. ◊
next step and reach the customer by atmospheric mar-
keting more proactively. This means that companies do By Daniela La Marca
not just wait for the action of the consumer before react-
ing, but are one step ahead of the real-time, anticipate
consumer needs and deliver messages that meet those

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