? EDITOR ’ S QUESTION //
DATA-DRIVEN MARKETING GOES HAND- IN-HAND WITH PERSONALISED
A clear and focused marketing strategy that uses data for personalised marketing is vital for SMEs hoping to stand out from the crowd . With a volatile economy and marketing budgets being cut left , right and centre , it ’ s crucial that SMEs consider whether their marketing strategy is working effectively .
Each business and sector will have individual marketing tactics that work best for it , whether that be paid social media , advertising or a mix of several . Regardless of what tactics are used , every business has the same goals : attracting new customers and building loyalty to retain current ones .
Personalised marketing is key to making an impact . Customers expect it but many companies can fall flat in delivering it , either by failing to understand consumer needs or by not personalising content appropriately . This means that SMEs need to ensure campaigns speak to customers about the products , solutions and issues that are most important to them .
To make marketing campaigns more meaningful , teams must use data . Data-driven marketing goes hand-in-hand with personalised marketing . If companies want to gain the trust of existing customers and attract more , they need to understand their customers ’ likes and dislikes , and this requires data . By not using data to inform campaigns , marketers are practically throwing money down the drain .
There are several ways that marketers can use data and several types of data to choose from , but zero-party data is the hero – it is a goldmine for marketers . It ensures consumers have fully consented to the use of their data and thanks to anonymisation , consumers tend to be much more honest . Zero-party data also means that marketing teams can ask the exact questions needed to get answers and inform their overall marketing strategy .
Personalised marketing backed by zero-party data is therefore the best strategy not only for SMEs , but for businesses of all sizes .
Companies must understand their customers ’ needs and wants and use this to inform their campaigns . If a business decides to ‘ go in blind ’ with its marketing strategy , it is almost guaranteed that time , money and resources will be wasted on unsuccessful campaigns .
My message to marketers is that they must harness the power of zero-party data , as it unlocks the hidden treasure chest of consumer behaviour . It is a powerful tool that can not only make customers feel listened to , but also transform campaigns and spur business growth . That ’ s exactly why we built our platform – because we believe in empowering marketers with the best data for their strategies , be it for personalisation , content creation or for targeting insights .
MARKETING BACKED BY ZERO-PARTY DATA IS THEREFORE THE BEST STRATEGY NOT ONLY FOR SMES , BUT FOR BUSINESSES OF ALL SIZES .
UMAR AKHTAR , CMO , QUDO
Intelligent SME . tech