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How does data-driven marketing work?

A good few years ago, when marketers sent their wares out into the ether there was little way to track or tailor these messages; or to even know if the right people were seeing the right information at the right time. Time, money and resources were lost or wasted. However, when data-driven marketing came on the scene, the potential to create campaigns that reached the correct audience at the correct time was immense.  

Nowadays, both outbound and inbound marketing can use data to provide the best service to clients, customers and stakeholders alike. Gathering data means companies can now speak directly to their consumers, answering questions and giving information that relates directly to their needs. This form of personalisation builds trust and affiliates for brands, helping to acquire and ultimately retain these customers. 

What is data-driven marketing? 

In short, data-driven marketing is about gathering and ascertaining facts and figures to create a strategy to connect directly with your customers. This may involve what channels to use and which messages to relay. Data-driven marketing removes the guess work and lets you concentrate on creating targeted communication that gets results and return on investment (ROI). 

How to make sure your marketing is data-driven 

To make your marketing data-driven, there are some key points you should focus on: 

  • Knowing your audience 
  • Gathering data and measuring results  
  • Optimising your content 

By methodically ticking off the above points, you can create strategies and campaigns that pin-point the who, what, where, why and when. Plus, the bonus of measuring the results of your campaign is that you can add a ‘where now’ on to the strategy, and help tweak and shape communications to get even better results for future campaigns.  

Knowing your audience 

First off, you need to know who you are talking to. You may think you know your customers, but is this actually the case? By creating buyer personas, you can identify your target audience and delve deeper into their habits. With this knowledge you will be able to get an understanding of their backgrounds, where they shop and socialise and what products they are potentially looking for. This will help you discover their preferences, motivations and behaviours and tailor interactions based on these. To help build the personas, sending a survey to your customers is a great idea. With For-Email, Forth’s email broadcasting technology, we can help you send surveys out to your customers to help with this information gathering. 

Gathering and managing your data 

With digital tools such as Google Analytics or your Social Media insights, you can build up a pretty good picture of how your customers are interacting with your company and on which platforms. You can measure if your messages are getting through and what content is being interacted with. Again, Forth can help with gathering this data with ‘Response Management Databases’ that provides a real-time activity record which shows engagements with emails, which documents your customers have received and what physical mail has been returned for customer address updates. We can also provide metrics reporting on campaign attribution, performance and impact. 

While gathering your data, it is imperative that you adhere to GDPR regulations and that all data collected is safe and secure. For up-to-date information on GDPR and best practice of data collation and data protection visit the Information Commissioner’s Office (ICO). 

Optimising your content 

Once you have an idea of your audience, have gathered your data and measured the response rates, you can look at optimising the contents of your campaigns. Is your target audience interacting and engaging with the content? Do you need to change the way you are communicating? Are you using the right messages or keywords? These are the questions you can ask to help with evolving and engaging with your audience and seeing what content works and what doesn’t for the best results. 

What are the benefits of using data-driven marketing? 

As previously stated, the benefit of using data-driven marketing is that you can have the reassurance that the time, effort and money you put into producing campaigns are being received and seen by your target customers and segmented markets. Strategies can be improved in real time to make sure your communication is hitting the mark. 

You are also able to personalise a superior customer experience (CX) which helps your company to stand out in the service you provide. Once you are able to communicate effectively and efficiently, CX will become second nature not only to retain customers but to attract new clients. In a world saturated by choice, keeping brand loyalty is getting harder; speaking directly to your customers builds trust and helps to generate this loyalty holy grail. 

How can Forth help with your data-driven marketing? 

Forth are experts at creating campaigns that really work. We can take on the entire campaign process from supporting your in-house team with creating a strategy that connects with your customers to email campaigns and the physical production of mail outs and postage. We use secure systems to collect and collate data to produce communications that are on-target, efficient and optimised. Our technology will also give performance reports and valuable insights to make future campaigns even more effective. 

If you would like more information on how Forth can help with your communication, speak to one of our experts now

 

Laura Grace
Content Marketing Executive

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