In 2015, around 600 billion dollars were spent on advertising worldwide. Of this, 170 billion dollars were accounted for by digital marketing (that is, marketing activities where distribution of ad content is done through digital channels). And, the assumption is that, by 2019, half of all global advertising spend will take place in digital media.
Consumers now inhabit a digital world and companies have no option but to follow them there. Governments are reviewing the rules of usage for consumer data in marketing and advertising in order to take advantage of the huge economic opportunity that the data driven economy represents. Companies, recognizing the same opportunity, are hurrying to adapt by digitalizing their business processes.
Personal data, specifically, holds the key for understating the next stage in a digital interactions between brands and consumers.
For this reason, data and digital marketing are key areas to understand for every business professional out there. Past is the era where those were terms only applicable to technology companies or specialized firms in Silicon Valley. Any enterprise that aspires to be effective in its industry vertical needs to integrate data and digital functions in-house and have a strategy to deal with them.
This presentation will discuss the role of data and personal information in the future of digital marketing and will try to address questions like:
Susanne Walloscheck, Chair
ACCJ Marketing Programs Committee
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