I recently sat down to chat with an old friend over a glass of wine and was excited to learn that she had joined the online creative team at a global apparel company. She focuses on creating content for the brand’s fitness and body divisions, areas that she was interested in and excited to help grow. During our chat, she effusively described the passion she has for her work, but shared with me frustrations with how little was known about her customers.
Her vexation is not unique. As the digital marketing landscape matures, marketers across the spectrum find listening tools and first generation marketing platforms disappointing. The once–groundbreaking features of topic and sentiment analysis now seem outdated, missing critical elements. To the modern marketer, topical information is insubstantial, lacking nuances and detail to connect with a more conscious customer. What’s more, marketers and creatives lack the intelligence to uncover the idiosyncrasies between customers and segments, making good content hard to produce, and feedback even harder to mete out.
Now that’s annoying.
Marketers can’t be left in the dark. The sophistication of available insights should reflect the massive amount of existing online–and offline–data. Marketers with a deeper understanding and more detailed information into customer demographics, psychographics and intent are armed with tools to ensure more successful, measurable, campaigns. Despite the data, a staggering 40% of brand marketers simply do not personalize their campaigns, in large part due to a lack of appropriate resources. Others who do attempt specialization are still using first-generation methods that offer insufficient data and segmentation. A little data goes a long way to helping marketers chart success and dive into areas where improvements can be made.
2015 marks a new year and a new wave of marketing personalization. The early days of digital marketing were fun–marketers stretched creative muscles and played with content to lay the groundwork for a new era of connecting with customers. But as we enter the next phase of industry development, marketers and creatives search for data that supports their decisions with quantitative metrics and measurement—no more “impressions”, “engagement rates” and ambiguous conversions. Marketers have to be able to answer critical questions. Did the campaign work? Did it not? And most important of all, why? The next generation of customer insight and audience intelligence tools will enhance marketing capabilities by providing information to build and nurture brand relationships. Companies like People Pattern are taking the stage to provide marketers the next level of information about their customers. With more comprehensive information, marketers and creatives are empowered to pursue more daring campaigns, and connect global brands to individuals on a localized level.
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