- drive a 1990 Audi station wagon?
- eat only rice and beans?
- wear only hand me downs or clothes bought at your local thrift store?
- only buy furniture at flea markets?
- live in a van down by the river?
If someone asks you what you want for your birthday do you tell them shampoo or toothpaste?
Maybe, but that would be a rare consumer and a very strong outlier in any data set. And while that consumer wouldn’t require much effort when it comes to marketing strategy your potential and existing customers don’t just purchase the basic necessities to get by. They also purchase what they want.
A good marketing strategy starts with understanding what motivates buyers, allowing them to experience those feelings in advance, and thus creating a desire for them to take action.
How do you tap into that?
A good place to start is with data and lots of it. But, not just any data. There is an explosion of readily available data in this day and age from multiple sources, in multiple formats, and spread across multiple data silos. First, it needs to be cleaned & unified.
From there you need to optimize your data through segmentation, profiling & modeling, and personas while combining spending habits, touch-point behaviors, and other various measures into one single reliable customer view.
This helps create new insights and intelligence that you can add to your campaign execution.
Don’t let your marketing strategy be a one size fits all approach to just spray out a message hoping it will land on someone who will buy. Make it a goal to understand the wants and values of your potential and existing customers. A good place to start is always with clean, unified, and optimized data.