MANAGING in the

NEW WORLD

Till a few years back, a powerful weapon for marketers was the digital cookie. The cookie would track user patterns on the browser and would target advertisements accordingly. This worked well till the advent of smartphones which has meant that now most of us spread our digital footprint across various browsers across devices. Thus a more human centric approach is required. Market research conducted by eMarketer publication tells us that by the year 2018, nearly three-fourths of digital marketing sped will be on smartphones. The Facebook Atlas provides us with an alternative way of conducting the same. The Facebook ID is tracked and using that the person’s usage habits are tracked across devices and platforms. Customers must be urged to somehow inform marketers regarding preferences and choices.

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