In an age when marketing budgets are as stretched as the proverbial guitar string, one would be forgiven for feeling a little hesitant when it comes to even newer best practices. However, as radical revolutions such as digital marketing automation and social media engagement engulf a marketer’s psyche, focus is often diverted at a rate of knots. The flurry of new technology, channels and buzzwords is like a storm – storm’s pass, right?
Grab the sandbags and batten down the hatches because there’s some bad news; things are only going to get worse.
While marketing’s core fundamental - speaking to the right person at the right time with the right offer - has not changed in 30 years, the channels and abilities of marketers to do it better certainly have. Campaigns are smaller, more frequent and over a range of increasingly diverse channels. Customer engagement – that is, the ability to listen and respond – is now a must. As a result, the data raised by this array of processes has become far deeper, abundant and complex than ever before.
There is however, ways to get the most of whatever storm blows your way. Our advice is:
- Stick to what you know – evolve a strategy you and your team is comfortable with; you’re far better off doing a few things well than being washed away by the storm
- Start small – the marketing world now revolves around the concept of failing fast; model your marketing strategy in a way which allows you to test concepts before making more sizeable investments
- Test and tweak – assign someone in the team to be accountable for each element (channel, tactic, or other) and build metrics around each; measure and tweak the formula as required
- Bring it all together – the key to guaranteeing all your marketing initiatives exceed expectations is ensuring they’re on a single, agile platform; remember, data is central to this!
To talk through the range of options available to weather the marketing storm, or for any help in ensuring you’re getting the most out of your data, give us a call today on (02) 9432 7401.
Data Tip: Are Deceased Contacts Impacting Your Company Reputation?
Save resources and avoid offending surviving family members by removing deceased contacts from your file. Marketsoft is proud to launch its latest innovation by delivering the most comprehensive deceased flagging service for Australian customer records.
As you may be aware, the state governments manage the registry of births, deaths, and marriages however will not release this in the public domain.Marketsoft has developed techniques to gather and consolidate the death notifications that are advertised in the public domain.
Our advice to understanding the benefits is:
To talk through the range of options available around data cleansing or for any help in ensuring you’re getting the most out of your data, give us a call today on (02) 9432 7401 (or email joel.nicholson@marketsoft.com.au).