While the use of social media has exploded since I first wrote about direct digital marketing, it’s important to note that the addressability found in a mobile phone number, web browser cookie, or email address DOES NOT extend to social media.
Yes, marketers can target certain users and user types through Twitter and Facebook, but these are not actually data profiles that a brand can store to a proprietary CRM database. This means that one cannot mine and manipulate the data in meaningful ways. However, there are plenty of meaningful indicators available from direct addressable email, mobile and web interactions – all highly trackable – which can add a wealth of context (identifying which customers are active in social media and which are prone to influence their friends and peers), or provide advocacy and endorsement of your brand. In this sense, direct digital marketing allows marketers to strike the match which their socially connected customers then use to light the fuse to the powder keg.
Also, think about the maturity that many brands have gained in the last 24 months, recognizing the need to gracefully, efficiently support consumers’ cross-channel research and shopping habits. In this context the centralization of a profile database that can provide addressable direct digital marketing to customers and prospects is a core requirement. Marketers who are motivated to deliver more relevant marketing communications to the right customer through the right channel are learning that silo’d data and content repositories hamper effectiveness.
These are just some of the scenarios in which the addressability of direct digital marketing – and the advantages of consolidating these capabilities – take on even more meaning and relevance in two years’ time. And this is really just scratching the surface. I would love to hear of more examples from our readers! Email me your thoughts and examples and I can provide a follow-up post with further discussion and examples.