Data is the key to a marketer’s heart
After the 60’s mailing and phoning mass-targeting era, 80’s computer processing to target specific segments of population, and the ever-increasing consumer dependance on their cellphones, marketing has become a subtle mix of influence, brand awareness, content and most of all, data management!
Only by knowing your target’s user behavior, goals, challenges and specific requirements will you be able to efficiently cater to their needs, and one can simply now afford to go without conducting a proper “background check” on your constumers and analysing their individual responses and interactions with your brand.
On paper, almost every organization claims to be data-driven. In real life, it’s a complete different story! In order to help you with data management and utilization, we’ve established a list of whtat you should be implementing in your company in order to improve the results of your marketing campaigns:
- Personalize your campaigns: your customers need to feel that they have been adressed personally, instead of being targeted by a yet again mass-marketing campaign. In other words, you need to know at the very least their name, surname, title, and if relevant (especially in a B-to-B model), job title, company name, post code, and such.
- Find out more about your customers’ interests, and only adress them with relevant information, matching their personal needs.
- Multiply marketing channels: in this day and age, consumers need to be contacted by the same brand on multiple occasions and via multiple media before actually taking a purchasing decision: make sure to use various ways to communicate with your target audience (email, mailing, texts, ads, phone calls), and do not put all your eggs in the same basket
- Take care and nurture your loyal customers: any business needs to find new customers in order to grow, but it doesn’t mean that you should forget about your loyal customers. Research has found that it is up to 5 times more expensive to actually attract new customers as it is to keep existing ones! And loyal customers should be treated as such: special offers, dedicated senior advisor, personalized coaching: you name it!
- Make the most of customers’ feedback: especially when you are trying to penetrate a new market or launch a new product, you should be particularly attentive to what your new customers have to say on the matter, as they might be the voice of a much larger audience, and make the appropriate changes accordingly.
- Collect data wisely and use it well: while it’s imperative for your business to rely on a data that is a complete and updated as possible, do not collect unecessary data about your customers and only focus on what’s useful for your business: customers need to know how their personal information is going to be used, and why
- Do not purchase data unless it’s from an extremely reliable source: upon the arrival of GDPR, it has become increasingly hard to purchase data from external suppliers, which may be for the best! Many marketers who have recently made an attempt to data acquisition came to realize that the contact lists they would be provided with were irrelevant, outdated, or simply wrong! So instead on relying on “wild” lead acquisition, opt for “softer” lead generation methods: do not push your offer to customers, let them come to you instead!
We hope you’ve appreciated our advice, and if you need some help with setting up your data strategy straight, our team would be more than happy to help you!