I need an explanation for this Marketing question to help me study.
Based on Content Modules 4, 5 and 6
1. Discuss why and how the role of direct marketing has changed with companies’ greater access to “big data” describing consumer behavior. Using personal experiences, explain the potential negative consequences of using customer personal information for various marketing activities (e.g. loyalty programs, discounts, promotions, etc.).
2. Discuss the challenges faced by mobile marketing (MM) and suggest how the mobile channel can be synergistically incorporated into an overall marketing communications strategy. List and discuss MM’s advantages and disadvantages for “push” vs “pull” communication with consumers.