Where’s Your Data-Driven Maturity At? 3 Pointers for Driving Customer Engagement.
Digital marketers who harness the expanding universe of data will succeed. Yet it’s an ongoing challenge to drive customer engagement in a way that is meaningful for both the customer and the brand being marketed. So how can you reach that marketing nirvana?
The challenge is reaching that space. And using data to get closer to your target audience.
At the recent Brainy Breakfast Gill Whitehead, Director of Audience Technologies and Insight at Channel 4 UK shared her experience on driving customer engagement. She provides three key pointers for going about data-driven marketing in the right way.
The value exchange must stack up.
The key to a good relationship is feeling valued by the other person. That works for brands too: show your audience the value you’re offering so that they will voluntarily opt in to your marketing programmes. 80% of Channel 4 viewers voluntarily provide more data – they see the value in receiving content that is better suited to their interests.
Takeout for NZ marketers: Consider each individual’s experience. Segment to reach people with content that resonates with them, and that they want to engage with.
Maintain trust and transparency.
If you can’t explain something to your audience, don’t do it. Your customers should be aware of what you’re doing with their data, and be giving their consent before it happens. Explain what you’re doing with their data in a way they can understand and act upon. Channel 4 has been transparent about its targeted advertising, and has had less than 0.01% opt out.
Takeout for NZ marketers: Be authentic. Ask your audience to voluntarily add data and be very transparent about how you intend to use it.
Trial and iterate.
There’s no golden egg for data-driven marketing. Experiment and get feedback as you go along from the people you’re trying to reach.
While good content and well thought through timing are the foundation for your marketing programmes, the key to building customer engagement is accurate targeting. Personalisation can be used to move the audience, to create something fresh and energetic. With so much disruption in the digital environment there are multiple factors to manipulate. Be agile and embrace the change, and continuously listen and talk to your audience to understand how they want to interact with your brand.
Takeout for NZ marketers: Speak with your customers. It’s an on-going test and learn process and risk-taking is part of the digital marketing experience.
Customer engagement allows you to create a richly textured audience portrait and better satisfy customer needs. Send targeted communications – with targeted content in the communication – and you’ll be rewarded with the greatest results for your marketing efforts.
During Gill’s talk the audience was polled on their organisation’s position on the data-driven marketing maturity curve. Over half of respondents placed themselves as basic or tactical, sending campaigns with some targeting and personalisation.