Most marketers grapple with data in all its forms every day.
It’s flooding in from multiple sources in every organisation and it’s not getting easier to work with – in spite of the rise of marketing automation, salesforce automation, customer relationship management and financial management software. AI and machine learning will add to the noise, generating more data and insights which need to be assessed and used or discarded depending on the context.
If anything, the reliance on these platforms has made data a master rather than a slave – and not a particularly benevolent one.
The ability to damage brand, disenfranchise customers and lose prospects can be performed at a scale and velocity previously unimagined. The wrong email to a customer database can be delivered in seconds.
Not that long ago, in many industries, marketers didn’t need to know more than the basics when it came to data collection, management and use. Arguably, FMCG has always been the exception where deep diving data streams from retail outlets was critical for carving out categories, driving sales, maintaining profit and informing product development.
Today, as a marketer if you really can’t pull datasets apart and apply at least rudimentary analysis and management tools, it can be difficult to make a lasting difference in an organisation.
Yet, in our experience, many marketers do struggle with data. Keeping it clean and useable, the basic hygiene factors needed to make it useful, can seem unsurmountable when it simply floods into databases unchecked.
So what’s the answer?
Our short paper, Are you in data denial?, offers some practical pointers to get you heading in the right direction or at least baseline your own organisation’s approach to data control and management, particularly in relation to the marketing function.
By Adam Benson, Outsource Director
The rush to adopt marketing automation technology by B2B firms has delivered mixed results for many companies taking the plunge.
It’s not that the technology is necessarily lacking, it’s the additional knowledge and competencies required of marketers to make them perform at their peak.
READ MORE ›
In September 2016, Google announced that it would start supporting responsive email design to Gmail clients. These changes have been craved by digital marketers for quite some time, so supporting responsive design means less work for email coders and consistent design across major email clients.
So what did Google do to make responsive design easier for Gmail?
There’s plenty of evidence that email can be a highly effective channel for promoting products and services and regularly communicating with prospects and clients.
However, many organisations do not have access to professional-grade email marketing tools or CRM-based email tools, so marketers rely on standard, corporate, in-house email systems. While this is a convenient option it can create problems when it comes to getting messages to an audience effectively:
Just bought a list of email addresses from a reputable Australian list provider? Then read this before you take another step. It could save your company’s reputation, not to mention a lot of money.
Buying a list of prospects from a genuine list provider is a great way to increase your email campaign’s success rate. But before you start emailing these bright, shiny new contacts, you’d better make sure you’re not breaking the law.
I can’t believe we’re still talking about this! Email has been common place in business for years, in fact many argue that with the increased use of social media and mobiles email use may now be reducing.
Regardless email is still for many a primary communication tool. Given that here are just some points that shouldn’t be overlooked – even when emailing using a mobile or tablet.