The average small business today, globally, spends 46% of their budget on digital marketing. Most businesses and marketers prioritise driving traffic to their website to impact sales, bookings or other conversions. According to a study by Forrester, Google Search ads will make up the largest proportion of ad spend by 2019.
Segmenting customer groups in real time is the Holy Grail for marketers. “Every brand wants fast segmentation, the ability to get to consumers in real time, or even to be predictive of what they’re doing next,” commented Shenan Reed, president of digital at media planning agency MEC Global, at this year’s SXSW festival.
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