Data collection and marketing activation are changing in fundamental ways and publishers need to keep up if they want their clients’ (and their own audience development) efforts to stay relevant.
Themes like personalization, cross-device marketing and, of course, getting the right talent to execute against the influx of information available, were discussed on stage at Merit Direct’s 2015 Co-Op Marketing and Interactive Conference this week.
1. “We’re living in an omnichannel world”
Glenn Westrick of Personnel Concepts uttered that particular phrase, but almost every speaker on the roster made a similar observation. Taking advantage of the multiple touchpoints available to marketers isn’t a bonus anymore—it’s a mandate.
2. Personalize, customize, individualize
Marketers should be always be striving to tailor their messaging to their targets. And that goes beyond avoiding “Dear Current Resident.” Personalization means adjusting the offer and product, as well. Be careful that Susie doesn’t get a message addressed to Stephen though—your data better be correct.
3. Not so irrelevant anymore
Data is everywhere, and that makes it hard to tell what really matters. But through testing and trials, connecting previously unrelated information—things like recent local events or weather—can yield valuable insights on your targets’ behavior.
4. Think now, not then
Since the beginning of this industry, data had always been static—it was reflective of only one point in time. Now, it’s dynamic. “Why use age, income or gender to predict who’s going to buy a car when you can see from their phone that they’re on the way to the dealership?” asked Charlie Stryker of Venture Development Center. Campaign effectiveness can skyrocket with targeting that granular.
5. Use the right words
It sounds simple, but companies can get locked into marketing with the terminology they’re using in their own meetings. A product development team has different touchpoints than an audience. The philosophy extends to subsets of your audience as well. Executives will use a different language than managers or technical staff.