Monthly Archives: April 2015

Data Driven Marketing in 2015

Over the past few years there have been huge developments in data driven marketing with a plethora of online tools and sources available to help marketing campaigns succeed. These tools are game changers in the world of online marketing and taking advantage of them is imperative to keeping up the pace with your customers.

What is data driven marketing?

At its core, data driven marketing is the use and analysis of credible data to engage your customers, consequently driving value. Being in tune with the needs and expectations of the customer, as an individual, is the key to making smart marketing decisions. This may sound straightforward but we’re pretty sure almost any marketer will tell you that with data coming from every angle, it’s an overwhelming process to make effective, real-time decisions – to say the least.

Let’s face it, these days it’s a rare thing to visit your Facebook account and not have items you looked at a week ago pop up in adverts. The digital world has empowered the customer, giving them their say, which has resulted in higher expectations. So, engaging customers and meeting their demands is more important than ever, and with a well-informed, individualised approach, businesses are sure to yield a higher return on marketing investments.

What can data driven marketing achieve?

Teradata Corp recently published the Teradata 2015 Global Data-Driven Marketing Survey, an international study comprising of data driven marketing trends. The results of the survey that involved 1,500 marketing and communication executives’ worldwide, serves as a good indication of just how much value businesses will be placing on the practice in 2015.

Having individual insight is increasingly important to marketers with executives revealing they are searching for a deeper understanding of customers,

  • 90% of marketers say individualising marketing is a priority. Moving towards one to one personalisation in a real time context is their main focus.
  • 38% of marketers reveal that one of their biggest challenges is how to better acquire and retain customers.
  • Marketers have more than doubled their use of data-driven marketing in the past year and a half. 78% of marketers now use data methodically, as opposed to 36% in 2013.
  • Data-driven marketing is viewed as the means to the end of gaining individualized insights.
  • Marketers however still struggle with individualizing offers and communication. Only 50% routinely apply data to engage consumers with 44% admitting a lack of consistency in omni-channel marketing.

It’s apparent from the results that the future of marketing is all about meeting the expectations of the individual on a one to one, personal basis. We’re expecting that data driven marketing will be increasingly be used as businesses become reliant on the impressive results found in an increased data driven marketing spend. Avoiding mass, bulk messaging and focusing on the customer as an individual is paramount. Today, the top priority of marketers is to understand and respect the needs of their customer to drive value, a point concisely summed up in a recent article from Adweek,

“Consumer demand for personalisation makes information the most valuable currency”

Marketing Infographic

Teradata 2015 Global Data-Driven Marketing Survey Infographic

How do Business Ecards fit into my online marketing strategy?

Corporate Ecards from www.ecardmint.com are a highly valuable tool when considering your online marketing strategy. What sets them apart from your everyday email marketing is the additional dimension of entertaining the recipient while conveying your personalised marketing message in an E-greeting. Television advertising companies worked this out decades ago, entertaining and amusing your audience will make them more receptive to the marketing message being broadcast. By implementing the sophisticated account tools offered by Ecard Mint, the user can select the right message for each section of their customer base or tailor it for individuals.

So, what are the benefits?

With every Company Ecard marketing campaign, you can use the in-house analytics to record the Ecard delivery, open rates, bounce rates, unsubscribers and other behaviour patterns. With data analytics, you can determine the success of each marketing campaign and alter your strategies accordingly.

An Ecard Mint account allows you to breakdown and segregate business mailing lists into specific groups and individuals. This makes it easy to categorise your email marketing campaigns and target those groups. Giving your customers an entertaining or complementary experience – keeping it relevant and welcome, will allow for a great return on your investment.

If Teradata’s survey has shown us anything, it’s how important it is to properly engage your customers on a personal level. The data driven conversation is one that needs to be had, and implemented quickly if you want to keep up the pace with competitors and customers. It’s not just about sales prospects; it’s about building strong, maintainable customer relationships. A little personalisation is something we’re all looking for; and we’ve found an effective way for you to provide it – online marketing with ecards.