A new year often begins with reflection and a renewed commitment to improvement, growth and opportunity. The Association of Data-Driven Marketing and Advertising (ADMA) asked industry experts to make predictions around key opportunities for growth in 2014. While the predictions ranged from the rise of click and collect to digital fingerprinting, a recurring theme was finding a way to work smarter, not harder. For many marketers this means leveraging data to develop sophisticated and targeted communication strategies. However, research we conducted with over 200 Australian marketing leaders for our annual Digital Marketer report, found that marketers are still getting to grips with big data and how to use it.
Our research results correlate with ADMA’s theme of smarter more efficient processes. The results show marketing professionals are struggling to harness data, clearly identify their ‘best’ customer and can feel overwhelmed by the sheer volume of data at their disposal. Understanding data and using it effectively was identified as a key challenge in the industry.
Top challenges identified by marketing leaders
The top three challenges:
- Data – collecting and managing structured and unstructured data – 63%
- Branding – telling the brand’s story and standing out against competitors – 44%
- ROI – tracking and measuring the effectiveness of integrated campaigns – 44%
Understanding the preferences and nuances of your customers can make delivering an optimum brand experience easier. Big data, when used efficiently, can be used to deepen your understanding of your customers’ thoughts, behaviours and intent. Our research suggests marketers may not be able to draw out clear behavioural insights from their data sets, in order to inform their cross-channel marketing strategies. Although a greater volume and variety of data can lead to a more detailed understanding of the customer, marketers are only just getting to grips with how to use it.
To engage customers, marketers should look to use all tools at their disposal and integrate communications seamlessly across numerous channels. By adopting a customer centric-view and putting the customer needs at the heart of their campaigns, marketers can focus on what makes their customers tick and determine which activities are most likely to generate the desired response from each target audience. Armed with this knowledge, they can develop highly effective, tailored content that speaks directly to the consumer.
To find out the top 5 tips for achieving cross-channel marketing success download a copy of 2014 Australian Digital Insights Report.