We spoke with Josh Harris, Manager, Partner Solutions, Oracle Data Cloud for tips from The Data Hotline to make your summer the best yet, on and off the beach.
What marketing trends are you seeing through The Data Hotline this summer?
This summer, targeting during the Summer Games is huge for data-driven marketers. Usually, we see brands that are trying to connect with people who are watching the Games; whether that’s through their brand sponsorship of the Games, or just to tie their brand more into the event overall.
Brands this summer are also trying to extend their presence at the Games and connect with fans in new ways, using more channels than ever before to connect with potential buyers. In addition, there are some brands that are trying to connect with seasonal sports fans in general and see that the Games are a great time to do that.
This summer has also seen traditional back-to-school planning gearing up for this fall, with marketers asking about how to target audiences such as parents who purchase school supplies. And by the end of summer, we anticipate seeing other seasonal campaigns start to go to the forefront for marketers, such as Halloween.
Why is audience targeting more important than ever right now and how can marketers use it to get stronger?
The right data is more available and in greater quantities than we’ve ever seen before, so drilling down to the right audience is vital for marketers. It can be challenging to understand just how much data there is out there for marketers and how to use it to drive successful business outcomes, so that’s why our team is an instrumental part of providing valuable insight into the data marketplace.
There are also more measurement options available to marketers right now. That’s key because proving the outcome of a campaign depends on brands providing and sharing measurement metrics. Is measurement an option? Let The Data Hotline know and we can discuss the options available to strengthen your campaign.
Do you have any specific tips for marketers who reach out to The Data Hotline this summer?
Make sure you provide us with the basics to start. In order for us to help you see success, we will ask for campaign information such as your KPIs, seasonality, marketing objective and reach. This will allow our team to prepare solutions that much more efficiently.
For example, if a snack brand is coming out with a new flavor, we can provide information around competitors and brand buyers. However, we can cut in an additional layer of information by knowing what the flavor of the product will be – allowing us to combine our data on similarly flavored snack items and broaden the scope.