Looking closely at users, knowing their interests, their habits, and their favourite places represent a change of perspective for brands. Thus, Precision Marketing makes it possible to plan strategic activities useful for creating important touch points through a tailored communication.
With the accentuation of the democratization of technology, today, digital is everything, but not everything is – and must be – digital: human beings are still the killer app*. They choosing every day which devices to use, at what time and for what reason. People model innovation in different forms and measures, which must then be interpreted to be meaningfully understood. *(Retail 4.0, Philip Kotler – Giuseppe Stigliano, 2018. Mondadori).
The operational, social and cultural changes that digitalization has brought with it has also redefined the parameters of communication in a human -to- human perspective, by putting an emphasis on the relationship with one’s audience, in order to make a real and therefore more effective customization of interactions.