Data — and more specifically, the amount of data — is changing
how companies see the environment around them. It is also impacting
how they understand their audience, and how they make decisions.
Marketing is one component of a company that feels the
impact of data.
In the report,
Analytics Comes of Age, published in January 2018 by McKinsey,
close to half of all respondents noted analytics and data have
fundamentally changed sales and marketing in their organizations.
However, with the growing amount of data, it’s become increasingly
difficult to manage all the information. With the exponential
growth in data, there are more formats to manage. These formats
include structured data found in databases and unstructured data
that originates from email,
video and audio, text
documents, and transactions.
Therefore, companies must find a way to do so because proper
data management impacts the results of everything from to content
marketing programs. Here’s how.
Within their available data, CMOs are discovering there are
guidelines for topics, pain points, and interests that impact and
engage their audiences. Having these
“content” insights within reach means that email marketing
and content marketing can hit the target with their audiences with
the most relevant messaging and information.
Forrester Research found that marketers are sending billions of
emails to their customers but are not using analytical data to
direct these emails. What’s happening with big data in email
marketing? Instead, a
CEB survey found that the majority of marketers were basing
their email marketing content on past experience and “their
gut.” Not managing their data effectively means that they are
risking a much lower return on all those emails.
Drives Personalization and Other Relationship-Driven
By handling data in an effective way, marketers also learn what
aspects they can personalize for their customer segments, thereby
improving responsiveness and conversions. Analytics can reveal
patterns in the data so marketers know which leads want specific
answers or solutions over those that may respond to other types of
Knowing who wants what and honing in on those unique needs
within an email campaign or
content marketing strategy has proven to close more deals. This
type of capability can also provide direction for future
interactions throughout the
customer lifestyle to improve and solidify these
Enhances Experiences, Engagement, and Loyalty
Many companies have been able to improve engagement and loyalty
through better customer experiences and interactions thanks to data
that guides specific changes to marketing tactics.
These results also involve
omnichannel experiences, reaching customers across any number
of channels at various times based on what the data has directed
them to do. The data reveals
specific touchpoints and situations to guide the type of email
and content marketing campaigns for each.
Introduces New Opportunities for Conversions
Much of the data now originates from
digital platforms, including IoT devices as well as social
media channels. It’s these devices that generate increasing
amounts of information that contain deeper insights. Not using good
data management leads to lost data potential and missed marketing
Generates a Competitive Advantage
Being able to slice and dice the data through analytics has
helped numerous enterprises identify areas of need that present a
way to carve out a competitive advantage over other firms that have
not addressed those areas.
These opportunities could reveal themselves as the need to
develop a new product or service, improve an existing one, or
deliver thought leadership to assist customers and the audience in
a way that no one has been able to do. In addition to creating a
competitive advantage, this type of actionable response from data
management processes can also ramp up customer acquisition, lower
customer churn, driver greater revenue per customer, and make
existing products better.
Effective Data Management Practices
Handling data in the most effective way possible delivers more
targeted email content campaigns, a higher return on
content marketing investment, more leads and conversions, and
greater customer relationships and loyalty.
To achieve that, it’s important to know the framework for
better data management practices to improve and content marketing
Define the metrics and insights necessary for and your overall
content marketing program.
Leverage tools that organize and maintain accurate data,
including those that import, scrub, segment, and filter the
information to create the most accurate email content campaigns
Invest in technology like machine learning and artificial
intelligence, which facilitates a deeper level of analytics that
also provides more segmentation at a much faster rate.
Always look for new ways to use data within marketing. For
example, add location data and tie this to email content that you
deliver to customers in specific areas with unique information just
for them. Or, as part of your content marketing strategy, develop
SMS content that combines location and omnichannel tactics.
Find a partner who can provide data management platform
solutions that automate many tasks so you can focus on the
Share all data management insights throughout the organization
rather than leaving the data in silos.
Find out how to “Go Further with Data Management” and put
your information to good use in your marketing.
Source: FS – Marketing 3
How Proper Data Management Impacts Email and Content Marketing