Companies Shift Focus from Tech to Data
Data is the double helix of marketing DNA –it holds all of the information that allows our businesses to grow. We are not able to function without data in this digital age. An eMarketer report echoes this sentiment by showing that data is the lifeblood of the marketing technology ecosystem. Marketing technology has already been integrated into business management and no longer requires concentrated attention.
Nicole Perrin, the eMarketer report author and analyst, noted that data has risen dramatically in value as it is utilized for personalization strategies and customer-centric marketing campaigns. She said, “Customers expect marketers to provide a personalized brand experience across channels.”
Once It’s Over, It’s Over
It doesn’t matter how strong your marketing platform is, it’s essentially of no worth without quality data to power it and drive actionable insights. You can no longer afford to wait until all of the data has been collected after a campaign to be able to gauge its success or failure –it’s just too late. You need to create a marketing data model that sees marketers being able to act on data findings in near real time to influence customer experiences.
This is where businesses have started to see the benefit of Intent Signal data. You can find out almost immediately when a prospect is searching online for products and services in your industry. These actionable insights are delivered straight to the marketer’s inbox. The data is letting you know that there is a surge of interest in your product. An individual has logged their buying intent and you can safely assume you are dealing with a quality lead. So much time is spent on trying to ensure the quality of the data to get the maximum results, but with Intent Signal data you can eliminate time wastage as you will be dealing with quality lead generation all the time.
Data Privacy Policies
Data collection, especially when tracked across devices, is subject to privacy concerns. The Online Interest-Based Advertising Accountability Program released its privacy guidelines for first and third-party data collectors recently, which could pose challenges in how data can be used in the future. There will need to be easy to use opt out options across all devices and websites with privacy policies, links and info all being up to date. This makes the quality of your data even more important.
All Grown Up
Digital marketing is growing up and is less interested in being the new kid on the block with the latest technology accessories. The focus is more on using quality data to offer exceptional customer service experiences. Your brand will grow from the great relationships you are building by meeting and exceeding customer expectations in near real time –thanks to data.