Data is at the Heart of Marketing’s Future

Casey BartoAs technology allows more and more consumers to become “always addressable,” marketers must also evolve. The evolution of technology and consumer expectations is pushing marketing toward being what McKinsey & Company describes as “on demand.”
According to a recent article from McKinsey, things such as better designed online spaces, growth of mobile connectivity, and advances in big data will soon allow consumers to interact with brands like never before. The consulting group predicts that consumer demands will rise in four areas as digital capabilities increase:
  • Now: Already taking place today to some degree, consumers will want to interact anywhere at any time. For marketers, this drives home the importance of having a flawless, relevant cross-channel experience in place for each customer regardless of the device or channel they prefer to use.
  • Can I: Consumers will want to do new things with their own data and activities, as information that was once disparate (like data on physical activity, product preference, etc.) is deployed in effective ways that create value and ease for them.
  • For Me: You know all that data you’ve got on each customer? They’re going to expect it to be used to target them precisely and to personalize each experience. If your data is still in separate, unconnected systems or you feel overwhelmed at the idea of integrating customer data, check out this post for some easy-to-implement tips to get started.
  • Simply: In addition to impeccably personalized and targeted experiences, consumers want them to be easy. Keep it simple and clear.

Many marketers already realize that customers are demanding (or will demand) the above experiences. To win over these on-demand consumers, McKinsey states that you must know them. Know what they expect, what works for them and then have the ability to reach them with the right interaction. This becomes nearly impossible without a unified dataset within a universal profile management system.

Once you have a complete and easily accessible dataset available, McKinsey recommends doing the following to be ready for the on-demand challenges that are ahead:

Unite the Leadership: A key topic in our recent data management webinar, it is recommended that companies bring managers together from across organizations to understand the customer decision journey and how they can meet customers’ demands. You’ll also need to align the executive team around an explicit end-to-end data strategy.

Challenge the Delivery Processes: Are the processes you’re using making best use of your data and interaction opportunities with your customers? Are they tailored to the expectations about your brand? They need to be as you address the shift in consumer expectations.

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