Publish date:

• 12th April, 2021

“The ultimate goal for marketers is to put data to use in shaping their customers’ experiences throughout the customer journey. When analysis is successful, it empowers a brand to deliver a relevant offer to the right customer at the perfect moment, while also reducing the cost of each sale due to this highly-targeted efficiency.” Quote in marketingdive.com

Marketing departments of organisations (big or small, family-run or corporate) are constantly needing to evolve with the time and keep ahead at least one step of others to ensure success as much as possible. The companies are revamping their marketing departments to use various tech tools and resources to become the ‘lean and mean” engines of growth.  These tools include CRMs (Customer Relationship Management), marketing clouds, social media channels, and more. These tech tools are being used primarily to ramp up client & lead engagement, delight, and growth to ensure that they remain loyal & unofficial brand ambassadors.

Companies are now rethinking their defined metrics of measuring performance. From the earlier narrow metrics of product and services delight only, companies are now including the ‘client’s journey with the brand in their lifecycle’ as a way to measure the work of the company. Understanding the client lifecycle is important to get the marketing personnel to deliver the best outcomes at all times.  In this regard, the collated personal information and data by various mediums play a vital role. As long as the data is accurate, clean and up-to-date it will help marketing departments personalize engagement, keep clients and prospects hooked, and stave off competitors from swooping in to take away the audience.

Data pertaining to clients & leads must be used to send relevant messaging at times. Plus, a company must be omnipresent and available on all platforms to offer a choice to customers & prospects on terms & mediums of engagement as per the requirements.  Companies can gain insight into the content a client has engaged with and which products they have bought to offer suggestions on future calls of action or purchases. For example, Amazon and its predictive suggestions are a fine example of this.

Data can help drive marketing campaigns and set the tone for ROI, provided it is available on a single integration platform, collated from all sources, accessible to all, and can drive decision-making.  A 360-degree, holistic view of the client journey via data will further enable a personal & seamless client journey and engagement with a company / brand.