The Globe's marketing repoter Susan Krashinsky writes:
The tantalizing promise of online advertising has always been to deliver the right message at the right time to the right person. But for all the big talk about “big data” and consumer targeting, finding the perfect message can still be a guessing game.
The tantalizing promise of online advertising has always been to deliver the right message at the right time to the right person. But for all the big talk about “big data” and consumer targeting, finding the perfect message can still be a guessing game.
Tangerine executives knew this as they tried to figure out how to promote the bank’s first ever money-back credit card, which launched this week. So rather than making one ad, they made 70.
The online campaign for the new card will be testing out dozens of different messages and images to attract potential consumers to its new rewards card.
The whole story
The whole story
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