Marketers are in a race to better understand the customer through data and experiences on digital marketing channels. Once this deeper knowledge of consumers has been achieved, digital communication will be less noisy and more effective.
This is the view of Zibusiso Mkhwanazi (33) – recently named by the World Economic Forum as a Young Global Leader and a founder of Avatar, a Johannesburg-based integrated marketing agency. In an interview published in the current issue of the ‘IMM Journal of Strategic Marketing’, the magazine of the Institute of Marketing Management (IMM), he says this is especially true when it comes to understanding young black consumers.
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