Evolution of the marketer’s toolkit

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High-quality, consistent customer experience is the cornerstone of business success in the 21st century. In order to reach customers through targeted marketing communications at every point of their journey and through every channel, data management tools have emerged as a crucial part of the marketer’s toolkit.

The data management platform (DMP) is a strategic technology best used for an organisation with heavy online advertising and no direct customer relationships, while a customer data platform (CDP) is best suited for organisations trying to nurture long-term, one-to-one customer relationships.

There are a number of other factors that decide the tools an organisation chooses. This whitepaper looks ahead to the adoption of overarching audience strategies and tools that can deliver the functionality of both a DMP and a CDP. Download it now for advice on choosing the right data management tool and integrating it into your business.


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