In the social-media era, the best marketing builds relationships organically, rather than simply trying to ram branded messages down their throats, writes IBM's Stefan Pfeiffer. It is important for brands to use customer tracking not just as a sales tool, but also as a way of improving the customer's experience, so that they're more receptive to the brand. "Personalized advertising that builds on what the customer already owns, identifies gaps and spots ways to expand the relationship is much more effective than trying to ram something down people’s throat by inundating them with spam mail and other in-your-face methods," he writes.
Why customer targeting is at the heart of great digital marketing
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