Data is a marketing tool but it doesn't have all the answers

Data is a marketing tool, but it doesn’t have all the answers

There’s been a lot of talk lately about technology taking over the creative process that is the heart of marketing, and the expanded use of data could support that theory.

But Huffington Post contributor and marketing expert Lewis Fein says – based in part on information gleaned from our True Influence CEO Brian Giese – that while data is an important tool, it is not the totality of marketing, which still requires creativity, communication and customer service.

According to a study from the Global Alliance of Data-Driven Marketing Associations, 90 percent of marketers use data to help zero in on prospects, while almost as many, about 87 percent, considered account-based marketing to be an important part of elevating the success of their business.

Clearly, data is important.

But, as Giese said in an interview, data is only a small part of what is a much bigger marketing package.

“A recent eMarketer report also highlighted the trend of marketing technology companies utilizing data for personalization and customer marketing activities,” he said.

There’s no doubt, personalization enhances the customer experience, and using data effectively allows businesses to better understand what prospects are looking for, and provide it through personalized marketing campaigns suited to each specific business.

Data – the footprints those businesses leave behind – it vital, but it won’t be taking over any time soon.

It may have pushed the importance of marketing departments beyond sales teams – marketers do the analysis, determine the customer base and create content – but it won’t erase the marketers completely, despite some dire predictions that artificial intelligence will be taking over the role of marketers within the next few years.

That scenario is unlikely because data on its own is an amalgam of information that requires careful analysis to be useful.

It is the analysis of that data that allows marketers determine how to deliver personalized, more insightful marketing messages to not only existing clients, but also prospective clients, allowing everyone to benefit, Giese says.

Personalization worked when your neighborhood grocery knew you by name, and it works now, because it builds a sense of trust between company and consumer.

Traditional marketing techniques that have been effective in the past, including mass marketing campaigns that sent the same message to everyone, don’t earn the same level of respect, and don’t engage consumers.

The personalized marketing that technology allows, however, does.

So, while technology will not be taking over any time soon, it will now always be a key player in the marketing industry.

This is Fein’s 5th article in the series based on marketing intelligence. To read the previous articles, follow these links:

4th article: ABM: A Misunderstood Marketing Strategy?

3rd article: Intelligence technology is important but it’s not everything

2nd article: Martech plays big role in customer service

1st article: Technology is elevating marketing voices

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