We talk a lot about consistency as it relates to data and marketing strategy. Being consistent with messaging is essential, and adding some repetition can be a good thing. Often times marketers’ want to communicate to new people instead of the same people repeatedly to drive incremental new customers as well as revenue, but research proves that the more times consumers hear from brands, the more likely they are to respond and interact with your brand versus a one-time communication.
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.
Think about a photograph or painting you’ve seen that made you laugh out loud. Or moved you deeply. Think about looking at a fashion magazine and how you think of yourself wearing those pants to work or your next night out. Images invoke an emotional reaction in us and when they do they often stay in our minds for an extended period of time. How can you leverage this when utilizing data?