CUSTOMER DATA INTEGRATION | ACXIOM FRANK TRÖSCHER | INDUSTRY EXPERT
HOW TO
REACH MORE CONSUMERS WITH CERTAINTY
BOOSTING ROI BY DRIVING VALUE FROM EXISTING CUSTOMERS WHILE SIMULTANEOUSLY RECRUITING NEW ONES IS STILL THE KEY OBJECTIVE FOR MANY MARKETING DEPARTMENTS THIS YEAR. HERE, FRANK TRÖSCHER DISCUSSES TACTICS FOR TRANSFORMING A MULTITUDE OF DATA INTO MULTICHANNEL CONSUMER CONTACT STRATEGIES YOU CAN BE PROUD OF.
New technology is changing the rules of the game for marketers. Not only is the increasing penetration of smartphones, tablets and social media creating an abundance of new data, the consumers behind that information are becoming more fickle about when and where they interact with brands. And if marketers don’t take note and respond, they will lose sight of the most valuable people to target and the correct channels needed to reach them. We recently conducted a dual poll of consumers and marketers which identified a gap between how marketers think people use technology to interact with brands and the actual behaviour of those individuals. There were some stark findings for the industry to digest. Fewer than one in five people believe marketers are still in control of the relationship between brands and consumers (the survey question defined ‘in control’ as people feeling they “receive only the information they require,
26 | thought leadership
when and through which media channel they want it”). Marketers believed that only 30% of people would feel in control across a range of industry sectors. But in reality, 82% of individuals reported feeling in control.
For businesses, the findings mean ‘push’ marketing – where
brands broadcast messages to the mass market – has well and truly been replaced by ‘pull’ marketing, with the individual in charge of how they receive information and interact with brands. Meanwhile, despite feeling in control, 25% of consumers still say they receive ‘inappropriate’ marketing communications, while marketers usually have a higher opinion of their work. As if the offline world wasn’t confusing enough, digital channels are adding to the amount of data customers make available at every interaction. But with this data deluge comes a great opportunity to better understand people’s wants and needs. Brands must follow a three-pronged approach to data
Database Marketing | February 2012
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