Public Relations & Social Marketing Insight

Everyone s talking about Big Data these days, and it has marketers buzzing with anticipation. In fact, data proliferation is expected to grow from 130 exabytes to 40,000 exabytes by 2020.

So my advice to brands is not to get seduced by the lure of Big Data and ignore the power of Relationship Data. Want to find out how people really feel about your product or a particular service? Just ask them. We’re so much more connected today that we have many more opportunities for developing relationships. And if we concentrate our efforts on building and expanding those relationships, they’ll help us glean priceless information about how our prospects and customers feel about our products and services....