The focus of many marketers has gone from understanding their customer bases at a segmentation level to gaining deeper insight into who their customers are as individuals. In fact, according to our 2016 Digital Marketer, the top priority for marketers is to learn more about who their customers are and what they want.
But how can marketers achieve this goal?
As the latest and greatest technology continues to flood the market, consumers have changed the way they interact with brands. The good news for marketers is, more channels and devices equal more data. And more data means marketers can finally deliver on the promise of highly personalized, one-to-one marketing communications.
By focusing on the needs of the customer, brands can build loyalty that lasts a lifetime.
But the sheer volume of available data is only half the battle. It’s not until marketers can derive relevant insights from what the data is saying that the real value of data can be recognized.
With the right technology, resources and data management practices, marketers can realize the true power of data – the ability to fill in the blanks about their customers and reach them where they want to be reached, regardless of channel.