Data marketing challenges
Gone are the days when getting the word out about your company was as simple as putting it up on local billboards. Today's marketing departments are faced with new challenges arising from technological advances and new data.
Data marketing 3.0 must integrate new technologies to stay in touch with its target audience, build brand awareness, stand out from the competition and generate leads for sales teams. It must constantly renew itself to avoid being drowned out by a mass of identical products, overexposed to consumers via a plethora of content.
Here is a non-exhaustive list of the new challenges of marketing 3.0:
The whole of a company's marketing strategy is based on data. Guesses, intuitions and "what-ifs" must be banished. To avoid potential errors, wasted time and money, or simply information obsolescence, data collection and processing must be carried out by automated processes. This automation guarantees a high level of data quality.
Trying to control the entire data lifecycle with in-house teams proves very costly. You need to know how to outsource certain stages by working with data suppliers or via Data Quality Management tools. This outsourcing allows you to focus on analysis and strategic decision-making in your continuous improvement process.
Steering users towards your company's offer rather than your competitor's is a complex and recurring task. To stand out from the crowd, you need to personalize the user experience and offers, and establish a "one-to-one" relationship with the user.
With digitalization impacting all business sectors, all players are now implementing digital strategies to win new market share. To stand out from the crowd, you need to offer quality content based on high-quality data and information.
Data marketing needs to have a global view of all data at all times.
To achieve this, we need to set up a single storage process, and not differentiate storage methods and locations according to data type.
In addition, we need to ensure that data is recorded in the same way, regardless of the channel through which it is collected: same name, same format.
This standardization enables data to be processed in its entirety (unique, non-redundant data), thereby reducing the risk of errors or poor strategic decisions.
As with any business investment, you need to clearly identify the objectives of your marketing campaigns. The results must be quantified and tracked to determine the return on investment or ROI of your data marketing actions.
Setting up key performance indicators or KPIs provides you with information on the performance of actions, content, distribution channels, conversion rates and the profitability of each point. Steering a company's marketing budget is linked to these indicators.
At the heart of all Data Marketing 3.0 challenges is access to quality data. The success and profitability of marketing campaigns depend on reliable collection tools and quality data.
Data Enso offers to become your partner in setting up processes to make your data more reliable, by integrating one of our various data marketing solutions.
Our validation, verification and enrichment solutions intervene as a preventive measure during data collection, via our real-time APIs, and as a curative measure to process your already-stored databases.
