Marketing is complex. Delivering the right message to the right consumer in the right channel is no easy task. Marketers strive to create unique, memorable and stand out messages that are consistent across channels. Doing this effectively requires consistent data.
Advertisements, direct mail and digital marketing are well understood marketing strategies that help to create awareness for your brand. When executed appropriately, these strategies help you create emotional, one-to-one connections and form deeper relationships with consumers. While these strategies are effective, there is still a need for consumers to experience the benefits of your products and services.
As marketers, we have access to data and insights on consumer behavior, brand interactions and ultimately their choice to purchase from a brand. But one question often remains elusive: Why didn’t they make the purchase? To help answer this, marketers need to peel back the data layers to understand consumer behavior, including knowing when it’s important to reach out to consumers directly to get the answers they need.