Never in the history of marketing have marketers had access to so much data quite so quickly. But unless they’re able to make rapid decisions, they won’t be using this to their full advantage. The danger is that they use information derived from the data to drive short-term sales rather than long-term growth. To counter this, research agency Kantar Millward Brown has developed five principles to help marketers drive brand growth in a world that has gone from fast to even faster. The first principle is to act quickly to gain a competitive advantage. According to this, information that is received quickly allows marketers to make real-time decisions based on that feedback.
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