- \n
The average customer uses nine different channels when they communicate with businesses<\/p><\/li>\n\n\n\n
- 68% of customers have bought a product in a new way over the last two years\u00a0<\/span> <\/li>\n\n\n\n
- 71% of customers switched brands at least once in the past year<\/span> <\/li>\n<\/ul>\n\n\n\n
In other words, it\u2019s becoming increasingly challenging for businesses of all sizes to truly know their customers. The ironic part? Seventy-three percent of customers expect companies to understand their unique needs and expectations.<\/p>\n\n\n\n
To meet these evolving expectations, you need precise control of your data. However, turning data into actionable information can be a difficult process. This is your guide on how to use your data to create a better roadmap towards your customer \u2014 and deliver the experiences they deserve<\/a>.<\/p>\n\n\n\n
Let\u2019s look at the concept of real-time marketing and show some ways leading brands use it to win customers. <\/p>\n\n\n\n
What is data-driven marketing? <\/span> <\/h2>\n\n\n\n
Data-driven marketing is a way to use customer information to craft personal messaging and deliver better customer experiences. By having the right insights, you can anticipate the needs of your customer and deliver the right messaging and offers at the right time. <\/p>\n\n\n\n
For example, imagine that you run a dog grooming business. Your data shows that the customers in one area don\u2019t have a lot of disposable income and are likely to be sensitive to price. Your marketing message for this area could be tailored to focus on cost as your differentiator.<\/p>\n\n\n\n
Meanwhile, the residents in another part of town could have higher household incomes, and be more concerned with bespoke service for their furry friends. Your marketing message for this area could be tailored to focus on your award-winning service or eco-friendly products. <\/p>\n\n\n\n
If you were to ignore the data you have on the relative income for each area, you\u2019d probably struggle with engagement<\/a>. But by using data to address your audience\u2019s priorities, you\u2019ll see higher click-through rates and more conversions. That\u2019s the power of targeted data \u2014 and why so many businesses are now writing data-driven success stories<\/a>.<\/p>\n\n\n\n
<\/a> <\/p>\n\n\n\n
The benefits of data-driven marketing <\/span> <\/h2>\n\n\n\n
It\u2019s important to let go of hunches and gut feelings when it comes to marketing today. By letting your data lead you to your customer, you\u2019ll discover a range of benefits. Some of these include:<\/p>\n\n\n\n
- \n
- Targeting well-defined audience segments and offering tailored communications means a higher conversion rate. In fact, <\/span>72% of customers<\/a> only engage with brands that offer <\/span>personalised communications<\/a>.<\/span> <\/li>\n\n\n\n
- Improved <\/span>customer experience and trust<\/a>. More than 60% of consumers are comfortable with companies using relevant personal information in a transparent and beneficial manner.<\/span> <\/li>\n\n\n\n
- Increased ROI. A lower marketing spend and more personal engagement means that you can expect a better return on your investment, as well as increased lifetime customer value.<\/span> <\/li>\n\n\n\n
- Improved campaign performance. Real-time campaign data allows you to keep up with customers\u2019 evolving expectations.<\/span> <\/li>\n<\/ul>\n\n\n\n
\n\t\n\n\t\t\n\t\t\tLearn how to deliver success now with Data Cloud for Marketing. Create real time moments for every customer.<\/h2>\n\t\t\t\t\t\t\t
<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t
\n\t\t\t\t\tWatch the demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<\/div>\n\t\n\t\t\t\n\t\t![\"\"](\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\")
\n\n\t\t\n\t\t\t\t\t![\"\"](\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\")
\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t![\"\"](\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\")
\n\t\t\n\t<\/div>\n\n\n\n5 tips for creating a data-driven marketing strategy for your growing business <\/span> <\/h3>\n\n\n\n
1. Identify clear objectives for your data <\/span> <\/h3>\n\n\n\n
Data is most effective when it\u2019s powering a strategy. For example, you may want to use your data to drive ad impressions, increase your website conversion rate or lower your cost-per-click. Once you have clear goals in place, you\u2019ll have a better understanding of how you can use your data to reach those goals. <\/p>\n\n\n\n
But don\u2019t just identify use cases \u2014 look at how you can create a more data-driven culture. According to Tableau research<\/a>, 74% of employees say they\u2019re more likely to stay with a company that provides them with the data skills they need.<\/p>\n\n\n\n
2. Remove information silos and centralise your data <\/span> <\/h3>\n\n\n\n
Without a single view of your customer, it can be hard to have the full picture of their needs. Centralising your data management will eliminate rogue data that could present an incorrect picture of your audience. Dismantling departmental silos and uniting disparate data storehouses can also improve trust in your organisation\u2019s data. This lets your marketing team create more effective strategies based on reliable information, rather than assumptions. <\/p>\n\n\n\n
3. Make sure that your channels match your audience <\/span> <\/h3>\n\n\n\n
Your data will tell you where your audience likes to spend their time. Do they spend a lot of time on Instagram? What kind of ads do they respond to? Do they use self-service? Do they look at reviews?<\/p>\n\n\n\n
Your data can help you look beyond marketing KPIs and get a more holistic view of your customer\u2019s lifestyle. You can then adjust your strategy and offer an omnichannel experience to engage them more effectively.<\/p>\n\n\n\n
\n\t\n\n\t\t\n\t\t\tCreate efficiencies and focus on ROI with omni-channel intelligence.<\/h2>\n\t\t\t\t\t\t\t
<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t
\n\t\t\t\t\tLearn about Marketing Cloud Intelligence<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<\/div>\n\t\n\t\t\t\n\t\t![\"\"](\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-three.png\")
\n\n\t\t\n\t\t\t\t\t![\"\"](\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-three.png\")
\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t<\/div>\n\n\n\n<\/h3>\n\n\n\n
4. Place ads more efficiently and reduce your marketing spend <\/span> <\/h3>\n\n\n\n
Automation for programmatic marketing and ad buying<\/a> can help maximise your marketing spend. By using granular data to automatically buy and sell digital ad space, you can create hyper-targeted ad campaigns that have high impact and provide maximum ROI. <\/p>\n\n\n\n
5. Leverage artificial intelligence (AI) to personalise individual channel experiences. <\/span> <\/h3>\n\n\n\n
AI is not just the future \u2014 it\u2019s already here. In fact, the State of Marketing<\/a> report shows that more than 62% of marketing organisations are already using AI. Additionally, 70% of high-performing marketing teams have a clearly defined AI strategy.<\/p>\n\n\n\n
If you\u2019re not already using AI, you may be asking your marketing team to do some unnecessary heavy lifting. You may also be using valuable marketing resources creating impressions that are unlikely to convert.<\/p>\n\n\n\n
Build a toolkit for delivering better insights and turbocharging your marketing strategy <\/span> <\/h2>\n\n\n\n
Once you have a good idea about how you want to use your data, you can make sure that you have the right tools for the job.<\/p>\n\n\n\n
Tableau<\/a> makes data visual, with customisable dashboards that allow you to view and share deep analytical insights. In order to act on those insights, you can use Marketing Cloud<\/a> to create personalised journeys and track campaigns. And if you want to skill up the workforce to learn new digital skills, then check out Trailhead<\/a>, an on-demand learning platform where you can create personalised learning journeys.<\/p>\n\n\n\n
To see more about how you can manage your data to connect with the customer, download the CRM Handbook<\/a>. And to take Marketing Cloud for a spin, check out the demo<\/a>. <\/p>\n\n\n\n
Join us at Salesforce World Tour Essentials Asia and learn how Salesforce Customer 360 can help to unlock the value of your customer data. Register now<\/a><\/i> <\/p>\n\n\n\n
This post originally appeared on the U.K. version of the Salesforce blog<\/a>.<\/i> \u00a0
- Improved <\/span>customer experience and trust<\/a>. More than 60% of consumers are comfortable with companies using relevant personal information in a transparent and beneficial manner.<\/span> <\/li>\n\n\n\n
- 71% of customers switched brands at least once in the past year<\/span> <\/li>\n<\/ul>\n\n\n\n