It’s pretty widely acknowledged that you can’t be everything to everybody. Even pursuing that ideal would likely be a recipe for exhaustion and frustration. I often find myself noticing the organizational habits of my most successful coworkers and peers. Each has their own unique―and sometimes bizarre―organizational method that allows them to manage the daily onslaught of assignments, meetings, presentations, happy hours, and family obligations that life throws their way. How do they balance everything so well, while making it look easy?
As far as I can tell, their success really boils down to one common skill: ruthless prioritization. And this holds true for successful marketers, as well; since the last time I checked, most marketing departments don’t have unlimited budgets. At IWCO Direct, data-driven marketing is at the center of the recommendations we give our clients to help them prioritize their investment.
Prioritizing Your Target Audience
Ask yourself, “If I can’t be everything to everybody, who should I focus on? Which consumers do I need to reach to get the best return on marketing investment (ROMI)?”
To get a data-driven marketing campaign off on the right foot, start with the data you have:
- What information have you captured on current customers?
- Who are your very best customers?
- Do you have a current list of acquisition targets?
- Where did the data come from, and how fresh is it?
- Do you know who is most likely to respond or purchase?
We can help you develop and analyze a customer profile, append attributes to existing data, purchase additional lists (if needed), and build or refine models to ensure your budget is spent on those prospects who will be most likely to provide higher return on investment.
Finding Your Target Audience
Once the audience is defined, we use data to find them. By analyzing the highest value customers and those most likely to respond and buy, we can determine which factors (such as gender, age, credit score, or even certain lifestyle preferences) are the biggest indicators of future return. With data-driven marketing, you can seek them out wherever they are and whatever they’re doing, including opening their mailbox, checking their inbox, scrolling through social media, shopping online, watching TV, listening to the radio, or walking down the street.
Prioritizing Spend Across Channels
Once you know which targets are most valuable and where to find them, it’s all a matter of ruthless prioritization. Do you align your budget “wide and shallow,” dipping your toe in many tactics to reach as many targets as possible? Or do you go “deep and narrow,” focusing intensely on those high-value targets?
The answer is different for each marketer, depending on the current goals and objectives of the organization. We work with our clients to develop a campaign and testing plan to refine and optimize spend across channels over time.
Using Data-Driven Marketing to Enhance and Integrate Your Multichannel Campaign
Be sure to ask yourself along the way, “Is my campaign truly integrated? Or is it just multichannel? Are my tactics actually working together and enhancing one another?” We’ve been working with our clients to drive social and display advertising triggered from direct mail in-home dates, as well as creating direct mail campaigns triggered from web traffic to provide incremental lift.
There are, of course, challenges related to integrated and synchronized multichannel campaigns. A few tips we’ve learned along the way:
- The importance of data hygiene – The magic of a data-driven, multichannel marketing campaign falls apart if your data is outdated. Ensure that the source responsible for matching physical addresses to your target’s digital address is using the freshest possible data on both ends.
- The “Big Brother” effect – Take care with the language you’re using in triggered communications. There is a fine line between “meeting your customers wherever they happen to be” and appearing to be “following them around.”
- Timing is everything – One of the biggest challenges in using digital activities to trigger direct mail follow-up communications is the time it can take to get a physical piece of mail to your prospects’ doorsteps. By building these campaign features on strong data, we’ve worked with our clients to set up automated trigger programs that reduce steps in the process and get the communication in the mail fast.
Marketers have more targeting, personalization, and creative options than ever before, but you need to know how to put it all to work for you. At IWCO Direct, data is the backbone of every direct marketing campaign. Get in touch with me to find out how we can use data to structure your marketing campaign and achieve your goals.
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