There has been a growing trend over the last few years of B2B marketers adopting B2C marketing tactics to reach highly targeted audiences outside of the typical channels.

Some aspects of your audience are known unknowns - you understand that a particular behaviour or attitude exists, but don’t know why. But there are also unknown unknowns…

Nothing stands still for long: technology is infiltrating every aspect of our lives – most significantly, how we interact with each other. But this isn’t limited to the influence of social platforms like Facebook, Instagram, Twitter, WhatsApp, Snapchat and TikTok – today, the ways people are interacting socially online are far more widespread than that.