Here are five things finance professionals need to know when talking to marketers about investing in micro-targeting. However, in the race to make sales via digital and social media, and to maintain customer loyalty in the face of an onslaught from new competitors, the urgency is palpable. That requires a significant effort, and scepticism from CFOs is understandable. If CFOs are to capitalise on the sales potential, budgets will have to be expanded, rebalanced, and shifted between departments. Micro-targeting - using digital data to precisely target highly specific audiences - is an essential means for companies to tap a new, rich vein of sales that eludes their traditional marketing efforts.
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