Message Relevance Begins With Data Management
Your audience is looking for a reason to ignore you. Maybe not you personally, but certainly the marketing campaigns you're putting out to them. However, there's one silver bullet, one surefire way to get consumers’ attention and boost their level of engagement: cross-channel relevance through the use of universal profiles.
Relevant messaging is nothing new, really. Marketers have forever tried to connect their audience with a message to which they'll be most likely to respond. However, today the roles are shifting — the consumer is in control. It's time to market to the individual. Rather than the classic approach of sending the same campaign messaging/creative to everyone, build your approach around the information/savings/promotions they want most, delivered at the right moment through their channel of choice.
Things get really interesting when you add the element of real time into the mix. The ability to react to in-the-moment consumer data by layering into your messaging the details of search, social posts, email activity, SMS, etc. across multiple devices can take the simple concept of "right message at right moment" relevancy and quickly devolve into a serious challenge for marketers. It doesn't have to be, however.
The good news is that there are tools out there to help you get it right. And if you get it right, your rewards are great. Deeper brand loyalty, increased conversions and soaring return on investment are just a few of the perks for those who do. The path to truly relevant messaging starts with data. Follow this four-step process to better leverage your data in marketing campaigns:
Step No. 1: Unite your data. According to Forrester Research's "The New Messaging Mandate" report, the first step toward relevant, customer-focused messaging is to integrate your existing customer information and cross-channel activity data into a single system. All the information currently trapped in disparate messaging platforms and various data environments needs to come together in a single data warehouse where individual information can be stored within unique profiles, giving you a more complete view of the consumer. Once you're ready to unite your data, your IT team can help. There are also a handful of unified digital marketing providers available to help streamline the process.
Related story: How Cross-Channel and Multichannel Marketing Differ