Today, as the internet grows larger and larger, people are continuously share their opinions and thoughts across social networks. These people anticipate more personal and relevant experiences from marketers. This overwhelming data has changed the way of marketing from a one-way communication channel to passive consumers, to an insights that are consumer dependent to build engaging interactions and relationships.
As more marketers feel the pressure to become more data-driven, only 33 percent are consistently use the advantage of consumer data in their marketing efforts. Marketers who want to thrive should start harnessing data to drive real-time marketing strategies and influential consumer connections. Below are the ways for marketers to successfully live in today's data-driven economy.
Taking Data Personally
Usually marketers relied on IT professionals to help them access, keep and analyze data to mine, synthesize, and convert huge data into insights. As more businesses recognize the need to tie consumer data into their marketing strategies, marketers are trading IT infrastructure for modern dynamic databases equipped to handle large data. Centralized cloud storage databases that integrate with user-friendly interface empower marketers to quickly access insights and adapt messaging to consumers' real-time evolving wants and needs without the need of extensive IT support.
Marketers can identify data management system with the ability to capture both structured (locations, emails, etc.) and unstructured (favorites, hobbies, etc.) data. Marketers can select a system that stores information via a web-based interface, and exports data directly to their favorite third-party platforms for email marketing, CRM and others.
Improving Data Collection
As consumers share more personal data, they are becoming increasingly concerned about their information are stored and shared. Importantly, they are more concerned about how well companies put their privacy as a priority. This means that no matter how incredible data can enhance user experience and the growth of a company, the way that data is collected is they key to maintain a healthy consumer relationship.
Marketers have become more transparent in their data collection processes, letting consumers know up front before any data transaction is done about what data they are gathering and how it will be used. The information usually come as a "policy" that users should accept before advancing to the next step.
For marketing via websites, features like Social Login can explicitly requests permission to access specific user data upon logging in with existing social identities to continue with registration processes.
Creating a Streamline Strategies
With the rise of mobile and social technologies, consumers are connecting with themselves with brands, and creating valuable data across a variety of places. However, only some marketers routinely have a single view of customers across channels. Marketers must streamline goals and strategies across all touch points, and track any unique customer identities across channels to construct an improvised, actionable consumer profiles.
Marketers can implement a single robust database to view data and insights captured across a variety of channels as a whole in a single place.
Data that is kept will only grow larger. Marketers that want to survive in today's data-driven economy should take information changes as a one big piece and observe the flow to know where the data is going and how it can enhance their marketing strategies.