Targeting the Right Customers with Digital Communications
For too many businesses, marketing can be a lot like playing darts while blindfolded. To guide their efforts, successful companies build a thorough understanding of customer data and insights into how best to reach them.
At the 2019 Gartner Marketing Symposium/Xpo, Eric Schmitt spoke about some of the challenges that businesses face in the modern marketplace. In a changing world of fragmented attention, even trying to identify their target consumers can pose a challenge:
“Marketers today are faced with the tough task of overcoming media fragmentation and changing consumer behaviors. At the same time, they are trying to work around the fact that consumers are more often buying out of ads, by subscribing to services such as Amazon Prime Video and Netflix. Then layer in more competition for attention, higher media prices and often more clutter. Marketers are playing ‘hide-and-seek’ with their target audiences, and they are often coming up short.”
Data Analysis and Marketing Insight
Businesses can begin the process of improving their marketing strategies by directly collecting data about consumers or using carefully vetted third-party data. Additional information can be gathered by using good old-fashioned (but effective) customer surveys or loyalty programs.
How to gather and manage the necessary data? What’s the best way to analyze it? The success of marketing efforts also depends on how, when, and where customer communications take place — decisions that fall outside the realm of number-crunching and depend on human insight and expertise.
The experts at LMS know how to combine rigorous data analysis with decades of practical marketing experience and insight to target the right audience in the right way. We can build personalized marketing campaigns that are tailored to your product or service. Contact us by phone at 800.257.5902 or via email at [email protected] to learn about our comprehensive marketing services.