INTERVIEW


Businesses are now looking to implement strategic marketing campaigns


The embracing of data for marketing purposes has, in


the past, arguably been seen as the pastime of a predominantly tech-savvy business community. Now, though, those that don’t utilise the power of data to their advantage – regardless of size or sector - could, Jamie believes, fall behind the eight-ball, due to a significant shift in consumer expectations. “We live in a world now where you have true digital


natives – those who have grown up expecting marketing to be personalised to them without even recognising it. “You only have to log into Facebook. Immediately you’re


presented with the types of posts you engage with the most at the top of your feed because Facebook knows that’s your behavioural pattern. When you log into BBC iPlayer, you know that you can access it on mobile, tablet, desktop and TV and that your favourite programmes are going to be there by default, whatever the device. “We’re increasingly operating in an environment where,


without knowing, experiences and brands are being tailored to individuals, so marketing can play a positive role in making sure customers receive the information, products and services that they are genuinely interested in, based on intelligent data collected and analysed effectively and securely.” Moving forward, businesses will have to make decisions


as to how far they pursue smart data and analytical capabilities - be that investing in software, hiring a data specialist or obtaining maximum value from free platforms and utilising existing skills within the workforce. What’s clear though is the transformational impact


strategies underpinned by data can have – both in terms of making budgets go further as well as the results that can be achieved. “We have seen a definite shift from businesses pushing


out the same message to everyone on the same channels to now implementing strategic campaigns. This might result in a much smaller reach and much smaller spend but you’re reaching exactly the right type of buyer persona,” says Jamie.


42 business network May 2018


“For example, one of the clients I look after is a dental


practice chain with 35 practices across London. It sells a particular product and we know we need to target people with a certain amount of disposable income as it’s a costly treatment. Additionally, the target market are those interested in their appearance and cosmetics. They need to be in or around the London area and be close to one of the practices. With the access to data that we have now, through social platforms, we’re able to fine-tune our campaign to reach that specific segment of the audience. If we know we are only talking to that particular person or persona, we can tailor what that message needs to be.” So what of the future? How will the use of data play out


in the coming years and where will Purpose Media be positioned in what is likely to be a competitive marketplace? “I think we’re already seeing what is coming next. We’re


talking to speakers in our homes, we’re asking Google questions and getting instant answers. There’s an expectation now that everything is that easy and that accessible. “It’s already happening in retail in the way that a lot of


online marketers market to customers – they’ll know what kind of clothes you like and what fits you best. That trend is now passing over to the slower-moving sectors and they’re now adapting. We’re heading towards even more personalised experienced and this is all underpinned by data – data that has been received with permission. “From our perspective, we’re aware of the large London agencies that work with the global giants and blue chip companies of this world and while we’re not in that space, we want to be one of the go-to strategic agencies outside of London because there are not many that can offer everything we can – clearly data plays a significant role in what we can offer and what we can achieve in the future.”


‘We use data to look back at past campaigns, review what we did, analyse what worked well and what we could do differently’


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