The issue here is what tactics should be used to reach them? Are companies looking to create an educated sales process or just dropping banner ads?

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In most cases, it's the first place we go look for opportunities. The trend is to evolve away from mass marketing to more targeted media campaigns.

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You need a system that lets you take in new data as the environment changes, and adjust your existing marketing model or create a new one if changes are significant. It's difficult to do that in a timely and systematic manner without software.

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Old age marketers like photo shoots and they believe in their intuition. But new age marketers believe their job is allocating assets in order to achieve desired business results, such as increasing revenue or customer retention. These are more likely to use technology to do that effectively.

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