Data is a crucial factor in the success of an Advertising/Marketing campaign. Here are a few hot data-driven advertising trends to include in your next campaign strategy.
Data Unification and Identity: It’s important you unify all of your data (across all platforms) into a master customer profile and connect known and unknown data. Known data comes from people you can identify— e.g newsletter subscribers. Unknown data is generated by people you can’t easily identify – e.g those who drop into your website without logging in. By connecting the two along with sales and service data, you’ll be able to understand each unique customers behavioural journey and in-turn deliver exceptional personalised experiences
Journey Management: Today journey management is overwhelmingly data-driven and dependent on having that single, unified view of the customer. Which is why marketers are increasingly working hand-in-hand with sales and customer service. The customer journey its-self continues to move away from being siloed and linear into something that moves across channels and mediums. So, marketers are putting greater focus on omnichannel experiences and synchronising online and offline channels.
1:1 Targeting: 1:1 targeting and communications strategy is founded on first-party data and contingent on having that single, unified view of the customer. With such a cohesive understanding of a consumer’s intent, preferences and history, you can drive campaigns and experiences that speak to a specific consumer’s needs and wants. If done well, high-quality personalised experiences will help convince consumers that there is real value in sharing their data.
Evolved Measurement: The focus on customer experience has changed how marketers view and measure success. The percentage of marketers tracking customer lifetime value and customer satisfaction metrics continues to increase and many are becoming more strategic about when and where they analyse certain metrics. It’s likely that over the next 12-24 months those that haven’t jumped on board with AI will begin to adopt it and see benefits, shifting the baseline for what can be done with more advanced measurement systems.