How Data Helps Marketers Be More Innovative

Is it possible that marketers are out there raving about how data is the future, yet secretly hiding behind ‘data complexity’? All signs point to yes, and this is because they have not yet found out how to harness data in their marketing initiatives just yet. In essence, we believe in the impact of data but aren’t sure how it fits into our world yet. It’s more of a futurist idea than a real value-add today. As marketers, we’re in the business of behaviour change and The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation; Ability; and Trigger. When a behaviour change does not occur, at least one of those three elements is missing. So, how can data equip us in each of these elements? Motivation: Every BIG IDEA in marketing is entered around key consumer insight, the motivating factor for change. It speaks to the heart of people and it the central reason for the success of an idea. The trouble is that it takes time to identify the key insights and build creative ideas around them. In today’s world of instant consumers, we are facing a challenge as marketers to understand customer insights and consumer shifts quicker than ever before. Managing data stores and accessing consumer and business data efficiently will make it possible for marketers and agencies to understand their consumers faster. I’d say real-time here, but that’s a pipe dream that doesn’t work in reality. It’s possible...

Digital lifestyles create a way to segment our target market

One of the biggest challenges with online marketing is segmenting your market. The normal demographic, geographic and psychgraphic segmentatics tools don’t always work when looking at digital consumers. I believe that any campaign launched in the digital space should consider the digital lifestyle of the consumer they are targeting. Too often we end up targeting low technology users with high end smart phone applications. Yes that target market may own a smart phone but their digital lifestyle is such that the application may not engage the consumer. TNS surveys have created a great framework to use called Digital Lifestyles. Take a read through the lifestyles and leave a comment letting me know which lifestyle best describes you. INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice. COMMUNICATORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college....

How valuable is your website in B2B purchasing decisions?

The invention of social media and blogging has left a big question unanswered in the online marketing realms. Just how valuable is a company website in business to business purchasing decisions? Well it seems that they are very valuable but not neccessarily influential in in the three stages of purchasing. This information comes from the Buyershpere report which I believe shows great insight into the platforms neccessary to create business to business sales leads from the internet. A Summary: How important is your company website? When looking at buying business services there are three stages of the purchase that have been identified: Identifying and defining the need Indentifying potential suppliers Final selection of the supplier In all three stages a company’s website was the primary channel used to gather information, even more than web searches. In stage one industry press, word of mouth and events were next in line as channels used to identify and define the need for the purchase. The company website in this case has the opportunity to establish brand, share product details and specifications and add value to the different purchase stages. the interesting fact that rose oot of the study though was that the company website had very little influence on the conclusion of each stage. The effect of social media on business to business purchasing decisions It’s all about influence! Every stage of the purchase cycle revealed that  social media channels and word of mouth were the primary influential channels that influenced the decisions...

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