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.

  1. 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.

  2. 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.

  3. 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.

The data-driven marketing challenge is in improving relevancy to drive customer engagement.

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.

Many NZ marketers consider that their organisations are still at the earlier stages in the maturity model. (N = Not applicable)

EcoFest Tickets Up for Grabs

Coming up over the next month is EcoFest – a series of activities to inspire Aucklanders on their journey to living more sustainably.

Ecofest kicks off with a Family Fun Day on Saturday 14 March and runs until 12 April. There are plenty of fun and practical events on the calendar, as well as the Sustainable Whanau Challenge with plenty of prizes to win.

Ubiquity is Ecofesthelps deliver the event evaluation surveys. As a thank you for helping out, we’ve got five free tickets for Totally Sustainable Talk: Kai in the Community to give away.

  • What Totally Sustainable Talk: Kai in the Community (more info here)
  • When Sun, 22 March from 6.30pm
  • Where Pumphouse Theatre, Takapuna
  • Tickets Value $30. Wine and nibbles included.

Would you like a ticket? Email your request to marketing@ubiquity.co.nz before wed 18 march to be in the draw.

Traffic Co-ordinator (Software Development Projects)

We are looking for a Traffic Controller to coordinate the flow of all software development projects and tasks, from initiation to completion, as well as forecasting future resource needs.

This role may also be referred to as Project Co-ordinator within a Software Development company.

You will be in charge of allocating resource to all projects that come through to the development team. You will be the go-between for communication between Project Managers, Business Analysts and Developers. You will raise red/green flags, and ensure projects are delivered by others, on time and within budget.

Your background and experience in resource allocation and scheduling will ensure that you can create an organised and structured environment. You will have strong attention to detail, effective communication skills, and have the ability to liaise with multiple stakeholders across the organisation. You will have experience working within the software development industry, with some understanding of the componentry involved in building websites or software.

Who are we?

We are a Kiwi grown software company, a leader in the digital marketing space, providing some of NZ's leading organisations the latest technologies and trends in multi-channel marketing. We work with an impressive list of clients on the most exciting brands and projects.

You will have experience:

  • In a high-volume complex role, scheduling numerous projects
  • Forecasting developer resource, ensuring that there is sufficient resource to cover the completion of all upcoming projects within their determined deadlines
  • Allocating resource for new projects
  • Adjusting project prioritisation on a daily basis or when needed
  • Communicating information to all relevant staff
  • Providing updates on project progress and profitability to relevant staff members
  • Ensuring that all staff are made aware of any delays or complications to projects.

In order to carry out these tasks, you will:

  • Be highly organised with the ability to multi-task
  • Have a strong attention to detail
  • Have effective verbal and written communication skills
  • Show initiative in looking to improve current processes
  • Be a team player who is comfortable conversing with multiple personnel
  • Have a positive attitude and fit in with our supportive and collaborative culture and values

We are growing fast and need to increase our team size. This role will provide great career opportunity for someone keen to go far!

.Net Software Developers

Our business is rapidly growing and we are looking for keen and intelligent Developers to create forward thinking software.

We can offer you:

  • Opportunities to work on world leading interactive digital projects.
  • Exposure to the latest in online marketing technologies.
  • Great opportunity to get involved in a rapidly growing and interesting industry.
  • An environment where your contribution is sought and valued.
  • A fantastic team, a great place to work and unique benefits.

We develop custom elegant solutions that interact with our industry leading online platform that is currently being used by the largest corporates and most exciting companies in New Zealand (check out our client list).

This is a fantastic opportunity for an experienced C# .NET developer to join the Ubiquity team. We pride ourselves on developing well-built and well-polished software, so we are looking for someone with a high standard of excellence.

You'll work with a fabulously supportive team, on some meaty projects, where your creative genius will be exercised.

As a member of our Development team you will:

  • Create inventive solutions for an array of challenging problems
  • Implement and improve exciting new features for our online platform
  • Work with the team to continually enhance our products and development process

Ideal candidates will:

  • have at least 4+years commercial experience with C# or a similar language
  • be adept with the .NET Framework
  • be familiar with SQL, HTML/JavaScript/CSS, T4 style scripting languages
  • MVC Frameworks would be a plus
  • have English communication skills of a very high standard.

Ideally you will have a Comp-Sci degree, strong problem-solving/analytical abilities and be able to "think in code". And you'll absolutely need to be bright and motivated with an eye for detail and plenty of initiative.

You must be in NZ to apply.