With the data now at our fingertips, we no longer need to use demographics as a insufficient surrogate for consumer interests and affinity.
Marketing was once akin to boating in a calm sea, with predictable waves and ample time to react. No more. Today, brands and agencies must develop skills closer to those of whitewater rafting.
Can technology connect with emerging markets to develop community engagement?
As part of the Asia's Top 1000 Brands report, we asked a series of experts to provide insight into effective communication with specific consumer groups. In this third instalment, Mindshare's Gowthaman Ragothaman discusses a group that represents the last frontier of large-scale growth.