- August 16, 2016
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Data-Driven Marketing: Getting Beyond the ‘Shoulds’
As an integrated marketer, you know that there is no shortage of demands for more data—but to what end? A recent article on Target Marketing posits that one of the most important unasked marketing questions is why companies should take a data-driven marketing approach to enhancing customer interactions.
The Case for a Data-Driven Approach
All marketers know that ‘should’ feeling of using data in their marketing. Still, many fail to clearly identify the benefits of actually taking those steps. Target Marketing highlights four key advantages of informing your campaigns with data:
- Better reporting – show how your content is meeting the performance goals of your business
- Better insights – into your marketing’s effectiveness and consumer behaviors through analytics
- Better intelligence – identify patterns indicating customer motivations, dig deeper into your audience, anticipate customer actions
- Better content – ensure that your marketing is relevant and resonant
Stay Relevant in Your Customers’ Eyes
Data capture and application is an ongoing effort. Marketers must continue to use the reporting, insights, customer intelligence and informed content to retain customer interest and engagement. Some examples that may work for your business include:
- A direct appeal to your audience’s worldview or lifestyle with different calls to action or variable headlines based on different buyer personas.
- Personalized messages reflecting historical purchase behavior. Consider Amazon and Zappos’ highly targeted remarketing campaigns.
- Custom messaging at different points along the purchase journey, such as a thank-you message when they sign up for your mailing list or a transactional “time to buy” message based on actions taken.
Above All, Cater to Your Customer
Consumers are overwhelmed by the barrage of messages they receive each day; if something is not welcome or significant, they will let you know—often by marking it as spam, opting out, or deleting it altogether.
By taking the time to go beyond ‘should’ with data, you can deepen customer connections through effective, applicable campaigns that resonate with customers. For examples of businesses that have successfully used data to market to the needs and desires of audiences, check out our previous posts featuring Western Union and Jyska Bank.
