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.
Oftentimes, marketers apply different data sets to different channels which affects the core messages consumers receive. For example, receiving a direct mail offer from a retailer for 25% off your next purchase and a “thank you for your loyalty” offer for 10% off in the inbox is not a good brand experience.
Different channels does not mean different data. Consistency is king to identify loyal consumers versus lapsed to personalize messaging and drive purchase. And, personalization is what consumers demand. Similar to how you use your consumer buying behavior info to determine messaging and cadence, ensure you use third party demographic data to improve personalization and message consistency across channels. Partnering with a third party data provider helps with quality and the performance in all channels. Remember data influences engagement throughout your customer's journey.
Here’s some tips for you to obtain a consistent messaging strategy leveraging data, regardless of channel.
- Be relevant – Have you ever received a communication that’s not relevant to your interests? My colleague recently shared with me how she continues to receive communications from American Girl despite not having purchased with the brand in a few years. Her children have also aged out of the brand's demographic. Marketers need to continually update their data pipeline and leverage data attributes that make the most sense to ensure relevancy.
- Test, monitor and measure – Messaging optimization is a process. To be fully accurate, marketers need to test, monitor and measure. At times, marketers make assumptions and leverage one data point to try and understand consumers. It’s important to create data scenarios and test these assumptions to ensure you’re delivering the right message in the right channel at the right time.
- Start simply – Data provides you with the opportunity to create groupings of consumers based on insights and observed behavior to help plan your communication strategy. One-to-one is the marketing ideal for messaging, but not always easily achieved. Start with simple segments such as highly loyal buyers segmented by families, singles and retirees – the same offer may be appropriate for each segment but vary the creative to make it more relevant to their lifestage.
- Infrastructure is key – Data is essential and having the tools, technology, people and processes in place helps marketers to achieve a 360-degree view of consumers. Technology makes it easier to activate customer insights at scale with automated creative testing and execution, business rules and more.
Understanding the data that is important to your business is essential to marketing success. However, it’s important to incorporate all of the other data variables into your marketing strategy to ensure you really know your customer.