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Gaining an edge in data-driven marketing

Saurabh Dangwal, Vice President, APAC, MediaMath | Nov. 5, 2015
In order to be truly data-driven, here are some key trends that marketers need to consider.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Saurabh Dangwal, MediaMath
Photo: Saurabh Dangwal

Everywhere around the globe, across all markets and industries, data truly matters.

In a recent global research study done by the The Winterberry Group and Global DMA, 80 percent of the marketers, technologists and service providers surveyed said that data is crucial to the deployment of their marketing and advertising efforts.

Data for businesses has evolved from merely providing learnings, to giving answers and driving actionable insights. Increasingly, businesses are moving towards a smarter, more consumer-centric approach, and this can only be done with gathering insights from data.

But in order to be truly data-driven, what are some of the key trends that marketers need to consider?

It's all about the consumer
As consumers increasingly expect better targeted and personalised communication, moving from a Channel-Centric approach to Audience-Centric marketing just makes good business sense. For evidence, the increased usage of ad blocking technology is a direct reaction of consumers being delivered irrelevant and inappropriate advertising messages.

To meet this expectation, businesses rely heavily on their marketers to know all they can about their customers, and to be able to interact with them effectively.

The demand to deliver more relevant communications is one of the most important factors driving the use of data in marketing today. Data helps businesses deliver better-crafted messages, delivered to the most appropriate members of an audience population, and also improves the customer experience across media touchpoints.

Digital channels are the new POS
Consumers from all demographics are now spending more time online. With almost half of the world's Internet users sitting in Asia, there is a huge opportunity for digital channels here to lead the pack in terms of touchpoints with consumers. Marketers are tapping on this by bridging the gap between traditional and digital in their media mix.

Web and e-commerce content, social media, mobile, paid search engine marketing and online display advertising all make up today's marketer's arsenal to achieve the holy grail — reaching the right customer at the right time with the right messages. In fact, the study by The Winterberry Group and Global DMA found that digital channels posted the most substantial performance gains compared to other media channels in the past year (prior to October 2014).

Marketing has gone digital, because that is where the consumers are — and therefore, that is where the insightful data is.

 

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