Online marketing science – changing billboards to banners isn’t enough

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.