When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.
You’re pumped. It’s time to go in a different direction. It’s time to redefine your company’s marketing approach. You’re ready and can’t wait to get started…and then it all comes to a halt.
“Why are the investments we’ve made in marketing not enough?” “Why can’t you apply our existing technologies in new ways to be more effective?” “Why do we need to reinvent the wheel?” “How do you know this approach will drive better results?”
My short answer: “Because if we do the same things over and over again, we can’t expect a different result,” and, I might add, “Because science is proven to trump instinct.”
As a marketer I’d argue that nearly early every one of us is trying to figure out how to use big data to more accurately and systematically identify and meet customers’ needs. In doing so, every one of us wants to adopt a more scientific approach to marketing – one that relies on scientific methodologies to guide how we more intelligently engage customers to drive better results. And yet we all know that this is no easy task – scientific marketing requires not only a new way of thinking but also investment... Read more
Although many marketers talk about the importance of tapping into "big data" to improve their customer experience, a recent study by Razorfish and Adobe sheds light on the fact that a vast majority of marketers fail to use behavioral data in segmentation analysis and targeting execution. Many businesses struggle to incorporate behavioral data into their customer engagement practices for a variety of reasons: the data is difficult to access, they are unclear which data to use, they have trouble gleaning actionable insights from the data, and so on.
But when you approach it systematically, getting started isn’t as difficult as you might think.
In case you are among the 76% of marketers who are looking to take your first step towards sending more targeted communications to your customer base, we have put together the following process for how to think about developing your new campaign strategy.
Step #1: Define Your Goals
As with any new marketing campaign, the first step is to clearly outline your business objectives and definition of success. Your campaign strategy will differ depending on whether your primary goal is to acquire new customers, engage existing customers, drive profitability or something else altogether. Although it may sound obvious, you can expect... Read more
January is the month of predictions and trends – with everyone proclaiming what the new year will have in store. Forbes says 2014 is the year “Big Data goes mainstream.” Wired claims 2014 is “the year of actionable data.” And a lot of folks are predicting this is the year marketers adopt a “mobile-first” mentality.
I’m on board with all of these predictions – but also know that more data, smarter technologies and a heightened interest in mobile come with an expectation of delivering a new kind of digital experience – one that is valuable for both the consumer and the marketer.
And according to Forrester, “A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”
So as savvy marketers focus their sights on new tools, techniques and processes to help them deliver an impactful digital experience, here are a few key words that should be top of mind in every conversation, every investment, and every decision:
The ‘bigger is better’ mentality around data is shifting. Through a variety of experiments and launched initiatives, marketers have learned that success... Read more
Marketers need intuition more than ever before. The masses of data that they can analyze, and the tools available, can certainly find interesting patterns on their own, but that is just one ingredient in the value creation recipe. Since there’s so much data out there, good intuition (and by that, I’m including judgment as well) is necessary to set priorities for what to look for, what matters to the customer, what the competitive landscape looks like and how behaviors are changing over time.