We all hate wastage and as marketers we do hate media wastage. Paying for some mass media where we reach thousands or millions of people but only really hit a small percentage of that who really is our core target group. Ever since marketing started, marketers have been looking to reduce this wastage and do more targeted advertising.

And thanks to 3 modern day developments this is easier than ever to achieve:

• Big data – the situation to have lots and lots of personalized information available for our consumers and the ability to connect this data across platforms and across sources enables us to target promotions on personal preferences and behavior.
• Machine learning …read the full article here. (you might have to login as a NACS member to read any past articles)Photo by Lukas from Pexels