MANAGING in the

NEW WORLD

Conventional marketing is getting exposed for being extremely costly and difficult to measure its effectiveness. The method of gauging business intelligence using customer insights is a painfully long process. Digitizing the marketing process on the other hands provides instant real time analysis of marketing spend vis-à-vis its returns. This has even led to cost reduction over marketing fairs and promotional events. Marketing research conducted by Nielsen has confirmed that 59% of such forums fail to break-even these days as vendors are turning away from them. Digitization affords firms to quickly respond to market demands. Data driven marketing is increasingly being used by competitive organizations according to a study by the Winterberry Group.

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