{"id":1472,"date":"2023-01-04T20:44:00","date_gmt":"2023-09-04T20:44:07","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1472"},"modified":"2024-04-04T10:48:32","modified_gmt":"2024-04-04T10:48:32","slug":"data-driven-marketing-for-smb","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/data-driven-marketing-for-smb\/","title":{"rendered":"Data-Driven Marketing: It\u2019s Time to Get Personal"},"content":{"rendered":"\n

In order to move past the spam folder and connect with the customer, SMBs need to deliver the right message to the right audience at the right time.<\/b> But in order to do this effectively, they need to have the right data<\/a>.<\/p>\n\n\n\n

Let\u2019s take a look at how data-driven marketing can help SMBs deliver personalised, relevant experiences that win over customers.<\/p>\n\n\n\n

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Discover the tools for success with a CRM for Small Business<\/span><\/h2>\n\t\t\t\t\t\t\t

Find, gain, and keep customers with solutions for sales, marketing, and customer service – all tailored for small businesses just like yours.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tWatch Demos<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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What is data-driven marketing?<\/b><\/h2>\n\n\n\n

Data-driven marketing strategies <\/b>use customer analytics to maximise the impact of marketing buys, personalise communications, and track and optimise campaigns. The key to effective data-driven marketing is to make engagement beneficial for the customer, rather than a nuisance. <\/p>\n\n\n\n

By leveraging analytical insights, you can move beyond targeting the right (and broad) demographic for your offerings. You can also tailor your messaging so that it\u2019s more likely to connect and engage your audience on the channels they\u2019re more likely to use<\/a>. Even better, you can use hyper-specific insights to create micro-campaigns with impressive conversion rates.<\/p>\n\n\n\n

For example, DirecTV used third-party data from USPS showing customers who recently applied for a change of address. They knew that these customers would most likely be looking for a new provider for their television plan, so they sent them ads that led to a custom homepage set up for recent movers.<\/p>\n\n\n\n

Meanwhile, OK Cupid\u2019s data is part of its product. Not only can it create matches based on shared personality traits; it\u2019s created a popular blog based on data<\/a>, which reveals some pretty telling insights into human behaviour.<\/p>\n\n\n\n