Today’s marketers are under-utilizing the large amounts of personal data their customers are sharing publicly every day, according to Adobe’s senior manager of social-media products, Chad Warren. By looking at their customers’ activity not just on social networks but all over the web, brands can potentially engage with them in ways that are much more meaningful.
When brands successfully connect with customers around the things they love, advertising ceases to be a commercial endeavor and instead becomes simply useful information, Warren said during a presentation at Mashable Connect in Orlando, Fla. While many brands use personalization techniques to reach their customers, Warren says it’s often one-dimensional, isolated to a single activity, medium (such as television) or social network. Read more…Why Marketers Should Get to Know Customers' 'Digital Selves' by Charles