It is often joked that in marketing, professionals are aware that only half the team is actually working but no one knows which half. This perception seemed to have changed post the advent of business analytics when so much data got available and marketers could keep track of all little things. Digital marketing has become so sophisticated that it can even advertise for products searched from some different device. For example a service searched on a personal laptop gets tracked and a relevant ad is posted on some website even when reading via a tablet or office system. But in spite of all this, things can still improve as lot of marketing is still ad-hoc. This can only happen once customers are empowered. A system where a customer actually himself or herself posts for an ad on some specific service that he / she needs will bring benefits to all parties. It will also help immensely in retargeting.

Source: http://innovationexcellence.com/blog/2016/07/11/how-online-marketing-helps-us-innovate/