According to Google Trends, in 2011, the hype of big data had just begun. In 2015, the hype still exists, yet big data has evolved beyond hype! Companies are using big data to turn a profit in real practical ways. Even companies in different industries, such as retail and manufacturing, are using big data to grow revenue. Big data projects do have reported ROI and positive outcomes, especially for sales and marketing purposes.
Email still reigns as one of the best ways to reach your customers and prospects. Marketing Sherpa reported that 72% of American adults prefer companies to communicate with them via email over any other channel. And according to The Direct Marketing Association, the average Return on Investment (ROI) is 40:1.
It’s the age of the digitally-empowered consumer. Consumers shop on-line, chat on-line, search on-line, and while we could go on, the point is that marketers must also be on-line. In the early days of digital marketing, we saw lots of experimenting with key-word stuffed webpages, crazy splash pages, or “spray and pray” email blasts. Now that digital marketing has grown up, it’s time to take a look at the top strategies that smart marketers can’t live without.
As marketers, we understand that the days of “Spray and Pray” messaging and mass campaign blasts are well behind us. The focus is all about the customer – their needs, their preferences, and their preferred channels. Relying on gut instinct to reach our customers and prospects is a thing of the past. Data-driven marketing is the new currency that will enable marketers to reach consumers on more personal levels.
In the age of the empowered customer, you need your customers more than they need you. Consumers have more options than ever before and access to more products on more channels. Creating loyal brand advocates is no longer a matter of competing on price or product features.
More so than ever before, customer experience is the new currency driving loyalty in 2015. And by 2020, customer experience will overtake price and product as the key brand differentiator. Many manufacturers are “product-driven”, but by becoming more “customer-driven”, manufacturers will be in a better position to scoop up market share and ultimately, drive more revenue.
Most B2B marketers know that in the age of digital sharing, “content is king”. And we also understand that the content we share is for our customers and prospects – not to talk about how great we are. But how many marketers really know which content is working? And how do you identify the right target audience for all this great content?
As marketers, buying lists of emails is commonplace. Perhaps it is for customer acquisition or to append missing information to our customer database. Whatever the reason, marketers license data from a limited set of brokers – and for the most part, it’s generally all the same. Unfortunately, most of this data is stagnant data compiled from third parties like names and email addresses. With zero competitive advantage among data lists, list acquisition has become about shopping on price, not value.