Marketers today must be entrepreneurs. The days of agencies tinkering over a creative in the back room, nuancing every last detail for months on end, and then when it’s finally done, debuting it to the world in a grandiose way are long gone. Technology has changed the way we create and interact with our audiences and what they expect from us. Today we create campaigns in weeks, not months, sometimes even in hours and days̶ and they’re driven by data. For the most part, that means we have more certainty than before about how our different audiences will respond. And we tailor content to their unique tastes and preferences. We approach campaign creation in three phases: research, development and rollout. Technology and data permeates all of these phases.
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