It’s a fierce market with cutthroat competition. A powerful competitor can drive up Costs Per Click on Google and make the model unsustainable to others. There are hundreds of such tactics being employed by digital marketers to increase their mind and wallet share and one has to be on the ball and quick/ready to adapt. But that’s also where a solid brand name and the quality of your product and servicing come to play.
Big Data doesn’t necessarily tell the truth, it can be manipulated. I am not saying that statistics and research are not valid. If the data is good and can be used in the correct way to give you insights, not answers, then I am fine with it. The lie of Big Data is that it gives you answers. It doesn’t. Big Data gives you insights, from which you need to derive insights. It doesn’t tell you as a marketer or an agency ‘go do that’, which is what people think. It also keeps people away from using their instincts and common sense at times.