The cleverest, most visually stunning marketing campaign – print or digital – will mean nothing if it holds little significance to the person receiving it.
A campaign’s success hangs on the quality of the data that informs it. That’s why marketers need to be on the best of terms with their IT department, or whoever’s in charge of customer and prospect data.
Creating individualized marketing campaigns, regardless of channel, is key to becoming a customer-centric organization. We all want instant gratification and recognition. We also want a certain level of sophistication in marketing messages that are aimed at us – not cheap tricks or mass appeal. Brands can’t survive on the strict use of push marketing, where you shove ads, messages and products in the faces of a broad market, hoping they’ll see something they like well enough to buy.
We live in a pull marketing society today, where companies create a desire for their products or services by pulling individuals closer to them through strategic marketing messages that resonate.
To make your marketing matter, it must be relevant to each member of your audience as much as possible. You can’t do this without having collected and analyzed data.
For starters, marketing teams must identify the information about customers and their market in general that is important and can be used to craft effective messaging. Demographic data, purchasing history, website behavior, geographic location, household income – whatever information you can gather about your customers that will help you personalize your marketing touches should be considered.
Marketing teams need to influence (and at least be aware of) the data that’s collected by their companies, which means they need to work closely with whoever’s in charge, such as the IT department.
Organizational silos, where departments that depend on one another to conduct business do not collaborate, are barriers to creating effective marketing campaigns. Not only does this include marketing and IT, but also situations where marketing teams are separated by specific channel.
From a marketing standpoint, you have to know information about your customers. Even in customer acquisition, profiles are important. And the same rules apply for print marketing as in digital marketing, such as email. You can do variable data print and email campaigns, and you can track and measure the results of a print campaign, too. Does your marketing team know this? They should.
If the idea of basing your marketing on the collection, analysis, and use of customer data is overwhelming, start by looking at the departments in your organization that need to collaborate in regards to getting to this data. Are they in sync or are they still siloed?
There’s power in your customer data. Ask us for examples about campaigns we’ve helped shape using customer data strategically. Your integrated marketing campaigns depend on good