Google recently made a great case for the claim that a strong media plan and a solid creative campaign aren’t enough for online marketing anymore. In the Think With Google article “Why Brand Marketing Needs a New Formula,” Google advocates for the use of data to make brand marketing campaigns connect with the target audience.
Think With Google uses the example of Android Wear to discuss how leveraging data helped marketers enhance user experience with the app. The branding team incorporated data about local landmarks, weather, and restaurants to make the new brand pop with consumers.