There is no argument that the main objective of your marketing communications is to connect with your target audiences. Your marketing must speak to consumers on a personal level.
It is a big ask of one team, creative or organisation to understand the motivation of the masses and translate this into compelling marketing messaging. Luckily for us, however, customer profiling in today’s marketplace is more comprehensive than it used to be even five years ago - and this is thanks to the process we call data analysis.
With so much information out there, organisations are capable of knowing more about their audiences than ever before and they can quickly, and more accurately, determine the factors that contribute to sales, engagement and loyalty.
The value of data
In a highly competitive marketplace, the only result that really counts is the revenue generated off the back of marketing efforts. The best way to ensure a marketing team can deliver this is through data-driven marketing. Yes, marketing teams could make general guesses, but without the data to back up their presumptions, marketing takes on a considerable risk of failure.
The developments of qualitative data analysis are now allowing marketers to derive insights that truly reflect the complexities of their target audience instead of relying on universal assumptions that are sometimes too generalised, outdated or, in the worst case scenarios, borderline offensive. It is this fine balance between applying the data insights efficiently and in a measurable manner, and the creativity of the marketing itself, that ensures the marketing makes its mark and achieves successful results.
Building customer relationships
The advantages of qualitative data-driven marketing are plentiful, including precise targeting to real-time insights that allow marketers to be responsive to external changes in the marketplace, customer opinion of the brand, products or services, or to simply jump on a news story that could see the brand gain some real traction.
Additionally, the qualitative data allows all teams to have a single, aligned view of not only the audience type but individual consumers - which ensures the consistency and personalisation of the customer journey, from discovery to purchase.
And with more and more businesses highlighting client loyalty as one of their primary goals of marketing, establishing a long-term relationship with customers is becoming key - an objective which is simply not possible without the help of effective and comprehensive qualitative data analysis.
Calling in the experts
Data has such a bearing on the success of marketing efforts nowadays that having a lack of access to the right data is one of the fundamental reasons why businesses fail to achieve their objectives.
Even in today’s hyper-connected world, however, marketers are still facing huge dilemmas. Either their business lacks resource to properly analyse their data, or they are not confident in doing so - so their marketing planning is unjustified and unreliable.
Marketers, therefore, need access to the right marketing communications tools and resources in order to implement qualitative data-driven strategies that propel the brand forward.
With the help of data analysis experts, businesses who want to take their marketing strategies to the next level can easily do so alongside professionals who have worked with other organisations on similar projects. The only consideration is selecting the right agency who will work with them to shape the future of their business.
Organisations are sitting on a wealth of knowledge, but have no idea what to do with it or how to extract information from it. Data agencies are able to not just simply summarise data, but provide a real depth of insight that is more granular, more accurate and more actionable.