Your marketing and sales efforts must be data driven

Marketing and sales are the genesis of organizational development and success and while worthy and needed, as disciplines, they are not without their critics.

Business leaders regret the volumes of cash spent by online marketers on brand awareness, ad campaign and all other forms of creative interaction services. To the inexperienced eye, advertising choices are based on instinct, personal preference and lack any sort of scientific foundation. The resulting advertising expense is therefore tough to line up to real business results due to restricted information to show “cause and result” correlations.

Enter digital marketing with its capability to track and measure interactions and brand engagement. We can now observe hover states, track eye motion throughout pages and all manner of other information triviality.

There is a growing challenge in this sea of digital marketing data. The number of channels and gadgets are simply growing too quick! Current consumers and potential customers are participated in ever more fragmented and complex journeys throughout web, mobile, apps and social media on their course to purchase.

And as digital channels and devices multiply, handling data in order to derive beneficial understanding into these multichannel, multi gadget purchaser journeys becomes more tough by the day. The reason is that it is just too tough to tie all the data from the various digital touch points together to create a holistic picture and then tie that back to a single individual.

The digital media leviathans specifically Google, Twitter and facebook all appreciate this issue due to the fact that the more effective they can prove their media to be, the more of the worldwide media pie they will earn. They have been spending their considerable intellectual firepower on addressing the issue.

The option is remarkably easy– the simple e-mail address.

Your e-mail address is needed for practically everything for most of citizens who go about Facebooking, Tweeting, YouTubing and searching the web. Even if you have a second and 3rd e-mail address in addition to your main address, you still need a primary e-mail validation address.

The web behemoths are onto this. Facebook has actually developed customized audiences that connect individual social databases to users’ email addresses.

When you submit a list of existing and previous customers and contacts to Facebook, you can target only individuals that have a relationship with you (thus you have their e-mail addresses) with your ads.

This is a great way to target a newsletter of existing customers and prospects that have a low engagement rate with your email newsletters. You can now reconnect with them across Third celebration platforms (like Facebook) by utilizing their e-mail addresses in a new method.

And your projects can be really timely and particular if you sector your email lists smartly. You might target a subset of customers based upon past purchase behaviour with a cross sell or upgrade message that is specifically appropriate. The essential chance is linking sectors (based on CRM information and previous purchase behaviour) to your marketing efforts by means of the e-mail address. This is something that has not really been possible previously. It does away with waste and allows you to just reach the customers you actually wish to.

The chance has not gone unnoticed by Google. They are rumoured to be launching customized audience type performance to target users across sites that run their syndicated advertising placement software.

That’s all extremely well for existing and past clients, however the point of advertising is also to obtain brand-new customers right? Both Google and Facebook have propositions here too and they are called ‘Lookalike’ audiences.

Exactly what’s a ‘Lookalike’? As the name suggests, these are people of similar profile to those on your existing list. You will be able to target these lookalike people with a tailored acquisition message too.

This development is just the most recent in the advancement and reinvention of the nontransparent discipline we call Marketing. The development will remain to be a more targeted and information driven discipline that will address ever diminishing and progressively specific niches with more customised messaging. The “big idea” will no longer be static and one dimensional, but will meet “big data” in a manner that it can be sliced, customised and optimised to inform numerous stories across multiple channels.

The ultimate location is a sector of one, where each person has an unique brand engagement experience and ideally satisfying path to buy. Data and automation, and a changed mind-set from marketer and agency, will drive this future of efficient and liable multi-channel attribution.