By Natalie Mortimer

While data and digital marketing have the potential to provide a nirvana when it comes to understanding consumer habits, Jägermeister thinks that creating a single customer view is actually “narrow minded”.

The German liqueur brand’s core consumer group is 18-34 year olds, which Jägermeister marketing director Nicole Goodwin told an Advertising Week Europe audience is such a broad demographic that to try to create a holistic representation of its customers through data wouldn’t work for the business. Instead Jägermeister uses its non-traditional marketing structure to gain insight on its audience.

“We actually don’t have a formalised structure… we don’t have the classic Read full story ›

Source: The Drum