Let's face it: If you have smart data but no plan for fusing that insight into your communications, then the data isn't really doing you any good. Personalization used to mean "Dear [FirstName]." Simply put, true personalization involves using relevant data about the customer to address their needs, both expressed and implicit.
By now, marketers have gotten the message that better data makes for more impactful communications. However, "smart data" doesn't define itself. What makes some data valuable to marketers and others less so? Here are some guidelines to follow:
If you can't create an integrated marketing plan, what can you do? You need to prepare for a successful integrated digital marketing program. Being prepared means recognizing repeat customers and being ready to welcome prospects. Doing so demonstrates that you respect their time and value their business.
I was reading through Adweek magazine recently and came across an article titled "Hunt Grows Desperate as Digital Pool Shrinks" (Adweek, Sept. 3, 2007). The gist of the article was that there is a quickly diminishing number of independent digital shops to be purchased by the major holding companies -- WPP, OmniCom Inc., Publicis, Interpublic Group (IPG) -- in their rush to offer clients a true suite of digital marketing services in an increasingly Internet-focused world.