There’s a lot of to do out there about data-driven marketing. When converting a digital audience member to an actual customer is paramount to success, it’s important to make sure you are on the cutting edge of new marketing tactics.
Here’s a short checklist to help you determine if you are indeed a new-age, technology-driven marketer, or if you are of the old guard. And if you’re in the latter camp, hey, we’re all in this together. There’s still time!
Checklist
1. Are you or your agency more focused on traditional media than digital?
It goes without saying that people are spending more time than ever on their second screen. It doesn’t matter if your company focuses on ecommerce, or if the majority of your revenue comes from brick and mortar. Digital insights about your audience can, and should, be moved offline. With the uprise of digital comes the increased need to convert digital audience to off or online buyer. Time to get on the bandwagon!
2. Do you put more emphasis on brand than on results?
Brand is a huge component of companies big and small, and most of the companies that use People Pattern have strong, recognizable brands. But regardless of how “cool” or “known” your brand is, we’re all trying to tie back to the same bottom line: revenue growth via new or repeat customers. Awesome branding is definitely a marketing plus, but don’t over invest in brand marketing if you can’t tie it back to ROI.
3. Do you have a dashboard of metrics?
Whether or not your department owns this, do you have a centralized location where everyone can track KPIs? If not, how can you expect to tailor digital campaigns according to how each area of specialty performs?
4. Is your customer acquisition plan data-driven?
When trying to acquire new customers (who isn’t?), you have to start with what you know about your current customer base. There are a lot of different data starting points you can choose from. You may choose to start with transactional data. You may choose to start with the mass amount of unstructured data that is publicly out there—Facebook posts, Tweets, commentary and ratings and reviews. These online and offline datasets, particularly when stitched together, are the best way to understand your existing audience, and find more like them. Which leads us to number five…
5. Do you understand your audience?
The number one most important aspect of marketing, and driving revenue from new or existing customers, is the ability to surprise and delight, and there is no getting around the fact that some level of personalization at scale is crucial to being a compelling marketer. Understanding your audience and being able to effectively target the individuals in segments that are most likely to spend with your company is the key to winning and retaining customers.
The good news is, most of the questions on this checklist can be achieved through adopting and implementing new technologies that will make your life as a new-age marketer more smooth and efficient. If you answered “yes” to any or all of these criteria, what marketing technology helps keep you in check?
Request a demo of the People Pattern platform.
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