New post on LinkedIn: Big data and marketing

Inspired by a piece comparing the creative side of marketing with the more business-focused obsession with data and ROI.

The short version?

“Rather than worry about big ideas vs targeting, what the marketing industry really needs to learn how to do is revive the art of the soft sell and the long tail. That’s the more human way of building relationships that last – but to work it needs a significantly more nuanced understanding of how people will be interacting with you than I’ve seen from pretty much any modern brand marketing campaign.”

Read the full thing on LinkedIn…

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