This is a guest post from Paul Alfieri, vice president of marketing at Turn.
“Know thy customer” is one of the fundamental principles of good marketing. After all, if you don’t understand the motivations of the people who purchase your goods or services, how can you build marketing programs that resonate with them? Yet, actually getting to know the customer usually means deploying a mix of techniques. Quantitative analysis is often balanced with qualitative measures like focus groups to help discover the “hidden signals” that differentiate your customers from your competitors’. Truly getting to the good stuff has required a mix of art and science.
What if marketers had access to a game changer? What if a true understanding of the customer could be based on hard data instead of a blend of research, piecemeal data points, qualitative measures, and a little bit of instinct? That’s the promise of a new breed of data-driven digital marketing platforms.
This new ability enables marketers, for the first time, to confidently make decisions across multiple channels. Using data, marketers can truly know what kind of audiences they are engaging with and what motivates these potential buyers to act. Sure, intuition is always going to be part of a marketer’s role – especially on the creative side — but what if marketers could validate their intuition through a real-time view of customer attributes— even across today’s highly-fragmented and fast-moving marketing landscape? What if having marketers could see how their message is being received almost instantly, and could optimize message, placement, and frequency in real time to achieve an optimal mix? Getting the big picture from a single dashboard helps increase the absorption of your message and ultimately the effectiveness of your campaigns and programs.
Our focus at Turn on data-driven marketing— and our belief in its potential — led us to co-sponsor the Turn/Forbes Insights CMO Engagement Report, which is released today.
One thing that became clear was the gap between what marketers and consumers considered as high-value engagement. A few interesting discrepancies include how engaged consumers felt with advertisements vs. the engagement measurement from marketing executives and what characteristics consumers feel draw them to ads vs. what marketing executives aim to create.
I hope the results will inspire you to think differently about how you get the information you need to understand your customers, and further your ability to be more relevant to your customers and more effective in your strategies.
To download the report, visit www.turn.com/forbescmoinsights
Follow Paul @palfieri