For all brands, maintaining a unified image is paramount. While many brands such as Kellogg’s, Unilever, and Heineken have embraced programmatic, there is still some uncertainty as how best to harness the full potential of programmatic for branding purposes.
If you want to better understand your target audience, both qualitative and quantitative research are key. Columnist Shari Thurow outlines a variety of research methods. Are both qualitative and quantitative research part of your marketing methodology? They should be.