Many seem to have ignored the fact that the digital space has been around for more than an decade. It is no longer a new media as what the traditional media owners are trying to paint in the corporate world. A new generation of digitally savvy users are now every ready to experiment, explore and participate as a global online community citizen.

This maturing digital community has created a critical mass that is sufficiently large enough for marketing professionals to measure and make inferences on the behavioural aspects of different segments within the community. This is the insight which is sadly not practiced (as much as we would like) in the marketing profession as measuring and analytics is not a discipline which most practicing industry marketeers prefer to engage in (sad but true).

If so, is there a reason why?

Personally, I feel that this lack of discipline will come back to haunt them as the digital space (moving forward) offer the best and most effective means to measure and assess their customers’ preferences. It is only through this insight that the marketing professional can make evolutionary changes to their products and services to match their customers’ changing needs.

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