Valentine’s Day is an opportunity to celebrate love stories of all kinds. It can also be a day punctuated with questions of ‘what if?’ and thoughts of what might have been. In many ways, this can be likened to digital marketing. Every day brands miss out on opportunities to makes sales, engage consumers or enhance already existing relationships. Quite often because they simply aren’t reading the signs.
Data has a huge role to play in helping brands of all shapes and sizes forge better relationships with their customers. And so, in celebration of Valentine’s Day this weekend, Eyeota CEO, Kevin Tan presents to you Data: A love story, a fun look at how data can help marketers to woo their audience.
Arguably, engaging with your audience is more difficult than at any other point in time. As consumers we hop from one device to the next, constantly researching purchases and consuming different media. Take for example my own commute, I leave the house with my smartphone in hand, then use my tablet on the train, before logging onto a laptop when I hit the office. Technology has changed engagement beyond all recognition. Combine that with the fact that we’re all time poor and you’ve got yourself a real marketing conundrum: just how do you cut through the digital bubble and get noticed?
The answer is in relevancy, timing and context. There is nothing worse than being targeted with an ad, of any description, that shows a total lack of understanding about you as an individual. For example, imagine being a cool, hip bachelor being targeted with emails about baby clothes or an avid purchaser of designer clothes being targeted by discount stores. Neither of these are particularly offensive, they just demonstrate that the brand behind the communication has utterly failed to understand anything about your lifestyle, aspirations and purchasing behaviour and haven’t even tried to learn or understand what you might be interested in. Not unlike Steve above.
Consumers have completely embraced eCommerce and as a result share with brands a lot of data about themselves. This data is like a window into their world that enables companies to build up a picture of that individual, their lifestyle and their shopping habits. In return for inviting us into their world, consumers expect an element of personalisation. They don’t want to be targeted as a big, faceless group with goods that don’t set their hearts on fire. Instead they want to be treated as the individual they are. Use what you know of your customers to better tailor your marketing and the more responsive and engaged they will be.
By Kevin Tan, CEO of Eyeota.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus