Marketing heaven postponed: The rise of the 'deletist consumer'

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

Marketing heaven postponed: the rise of the 'deletist consumer'

Lena RolandWarc

More data should be "marketing heaven" because it suggests marketers are able to find out more information about their customers and can therefore engage with them more effectively. The reality, however, is somewhat different, according to Martin Hayward, SVP/global digital strategy & futures at Aimia, the loyalty analytics company.

The deletist consumer

"How come we're badgering people to death until they reach the point when they unsubscribe from our advertising?" he asked an audience at The Personal Information Economy 2015, a conference held in London in December...

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