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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

3 Ways to Use Data For More Strategic Customer Centric Marketing

In a “customer-centric” marketing environment, data becomes the glue and the foundation for ensuring that all marketing activity is effective. Being effective requires efficiency in your outbound communications, better performance within each individual interaction, and the ability to scale across all channels, devices and media.

While these tasks are essential to presenting more unified audience experiences, it’s really challenging for marketers to manage without the right strategy and tools in place.

We’re daunted by data: First party, or information we’ve collected from our own assets; second party, or partner shared information; and third party, gleaned from external providers. These data sets paired with enterprise data from transactional information from sales, CRM, and commerce systems must be unified in a way that supports our activities and offers relevance and value across every channel and touch point. 

Here are three important tips to support your activities and help your teams not fall victim to the traps of being daunted by data!

1. Emphasize information centralization. Say that three times fast! All kidding aside, it is mission critical Implement a strategy to ensure the centralization of information first. Many of the systems used to glean all of your offline and online data have different integration points, and different ways of putting data in, and getting data out. To maximize the use of it, it must be managed in one place.

2. Create channel-based tactics. When it comes to customer experience, consistency is key. Our audiences always should experience seamless transitions and receive relevant information regardless of their channel. This hinges on an orchestrated marketer experience, so implementing channel-based tactics will help your audience feel as if the dots of their experiences are always being connected for them.

3. Press for personalization. With the right strategies in place to address tips one and two, your data will work smarter, so you won’t have to work harder. More importantly, you can better refine your messaging and content to inform more personalized interactions. This will help your customers and prospective buyers feel validated in purchasing your products in services because the information they’re receiving is valuable to their shopping and preferences.

Modern marketing is an ever-evolving practice. Some marketers are more advanced than others and some are still in the early stages of their journey. We’ve put together an expert panel of marketing leaders to share their experiences to help you mine insight that will support your data management strategy, regardless of where your organization is on its journey.

During Modern Modern Experience Europe, 14-16 October in London, marketers will come together to share where they are in the journey, the direction they are are headed, and the strategic measures they plan to take to get there.

The panel titled “Data as the Foundation for Modern Marketing” will be moderated by Oracle Marketing Cloud VP of Marketing, Andrea Ward, and survey the following marketing leaders:

  • Hubertus Devroye, Global Director of Marketing & Demand Generation/Director of Marketing & Sales EMEA, Dow Europe GmbH
  • Matthew Knight, Head of CRM and Insight, ASOS
  • Luci Rainey, ‎Vice President Acquisition Marketing and Onboarding, Comcast

  • Lars Silberbauer, Global Social Media Director, LEGO

Join us in London for the opportunity to gain insight into how these and other modern marketing experts view data as the core means of achieving their objectives.

For more on these and other critical tips, as well as beneficial networking opportunities to learn how your marketing peers are thriving, join us at Modern Marketing Experience 14-16 October in London. Register now!

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