Data-Powered Advertising is a Hotcake


Sujith Vasudevan, Managing EditorIn the International arena, organizations continue to find ways around the long-lasting, catastrophic effects of the COVID-19 pandemic as well as the Russia-Ukraine conflict to do business. It’s only fair that organizations expect their marketing head to find new avenues to penetrate the market, hit the right nerves, and create the right, time-relevant image for brands. Remember, traditionally, an advertiser’s job role was built around corporate advertising, branding, and customer outreach. Today, marketing & advertising leaders must use technology to the fullest extent to come out of this challenge all guns blazing.

Over the past decade, marketing has undergone a paradigm shift. Gone are the days when marketing professionals worked off assumptions or gut feelings. Today, marketers turn to Customer data, the most reliable source of information. However, with big data becoming bulk data, marketing professionals have their challenges cut out. Having a large number of data sources at your disposal makes pulling the relevant data together an arduous challenge. Investing in an in-house data team would be an excellent place to start.

They will have to tread unchartered territories, working more collaboratively with technology departments. While working closely with technology & UI/UX teams, marketing heads must focus heavily on external marketing dynamics, customer needs, and general buyer behavior while ensuring technology interventions wherever possible. This special issue is an endeavour to tell you some of the unique stories from the advertising industry that will kindle your inspiration nerves. Let’s get in.

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