The Battle for Your Products, Data and Customers
Data competence is now recognized as a critical success factor in modern marketing but brands also have a growing awareness about the issue of who owns the data and the key interaction channels they have with their customers. As the global brand director for Snickers put it recently: "In the past, we, along with other companies, have fallen into the trap of allowing the data and information to be held by third parties." The question isn’t whether consumers will directly engage with branded products digitally using mobile devices, but how quickly all brands will realize that they need to take control of their physical products as digital media and direct channels of engagement with consumers.
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- What is the role of data in product marketing and sales?
- Why is it necessary to maintain and own your data instead of putting it into the hands of 3rd party providers?
- Does data handling effect consumer engagement?
- Seth Bardelas, EVRYTHNG
Seth Bardelas, Head of Enterprise Sales, EVRYTHNG