Though including the elements of personalization and relevance - as powered by quality data - in direct digital marketing campaigns seems to be a given for many, adoption of those two foundational elements lags. Research from many different organizations and perspectives consistently shows that consumers respond to relevant messages on their mobile device, to relevant content geared toward them on a website, and to personalized and relevant emails.Since it is NFL playoff time right now, please indulge a football analogy.
Marketing databases need properly identified roles. Much like a quarterback never plays on the defensive line, it can be difficult to ask a database originally designed primarily for analysis (like the single purpose of a defensive lineman) to seamlessly and easily drive relevant, multi-channel marketing interactions (like the multi-faceted responsibilities of a quarterback).
To take the analogy a step further, when a defensive tackle steps the line of scrimmage the primary responsibility is to tackle the guy with the ball. When big data warehouses are used by marketers, the primary responsibility is to carve and analyze the data. Expanding that purpose can be difficult because the massive database lacks the required mobility.
Conversely, when a quarterback steps to the line of scrimmage, he first surveys the defensive alignment, then makes adjustments to the play based on what the defense is showing. He can change the play from one side of the field to the other, or switch from a run to a pass. When the play starts, he is able to improvise in a necessary and fluid manner.
A direct digital marketing data mart – better known as a universal profile management system – is a quarterback. Because it contains all of the data necessary – from online behavioral to enterprise customer data – it knows “all of the plays.” Because the system is always connected with the primary delivery channels – email, Web, and mobile – marketers are able to be reactive to the changing conditions in the environment and insert additional relevance into any communication on any channel on the fly to improve campaign results.
As 2010 dawns and the marketing vision for the year becomes more clear, maintaining emphasis on acquisition makes sense, but layer on an additional line of thinking by asking the following questions: 1) How can direct digital marketing not only help reach primary goals, but also strengthen the data foundations of the marketing organization? 2) How can assigning roles to databases strengthen the overall execution and impact of marketing?
Data acquisition is still important, but identifying how to get more value of the existing data environment uncovers myriad opportunities and much more than incremental lift in sales metrics.
