|By Bob Gourley||
|June 26, 2014 04:51 PM EDT||
By Jed Mole
Database marketing: How marketing struggles with social (and what to do about it)
Marketing’s landscape is changing. The advance of digital media – social channels especially – has dramatically altered the ways prime prospects expect to be approached. Yet marketers can struggle to understand social. A key factor is adaptation difficulties; social requires people who are used to traditional database marketing, to follow unfamiliar strategies and deal with complex results in radically different formats.
But with vast potential to reach unique consumers with more relevant messages, an understanding of how to use the range of social capabilities as part of their marketing arsenal is crucial.
The problem: Why marketers struggle with social.
Marketers, while still pushing hard to master modern multi-channel marketing, at least had some maturity from the CRM space; tools and techniques they could largely trust. An individual’s multi-channel contact information and other related demographic, behavioural and lifestyle data could be brought together, to be understood before re-engaging the consumer in, ideally, a meaningful dialogue.
But social doesn’t work like that; it’s not as centralised, mature or predictable because:
- Social is a patchwork of ever-changing, sprawling, independent networks.
- Each social channel has a unique communications structure, rules and target audience.
- It can be hard to address individuals directly unless they choose to follow you/ engage/ be a fan. Targeting an individual is often not possible.
- Because of this, connecting with prospects requires much more manual work and time; automating social posting is rarely an option as it leads to more error than good, and is normally quite obvious.
- There are organisational questions to resolve, such as do customer service or marketing own social, when 95% of the traffic are customer service related queries?
- Consumers interact differently, they expect more dialogue.
Why do marketers need to use social?
Despite the differences and challenges social networking presents, data from social campaigns has the potential to:
- Enhance understanding of unique consumers and segments.
- Build a deeper brand relationship often through smart content and customer experience marketing.
- Consider responding to insights from sentiment analysis (e.g. from solutions such as Aditive)
- Maintain loyalty and trust.
- Provide better, faster customer service.
- Allow the adaptation of communications and product to accurately suit consumer interests.
- Rapidly generate powerful customer feedback that can make significant differences to product development, production, pricing and the like.
There is more to an effective social campaign than basic activity however. The data generated through social is sprawling and complex, so continual reference to campaign aims must be made throughout planning and analysis. Goals avoid deviation – and there will be a lot of data to deviate into.
Marketers’ key goals should be to find, understand and engage the customers and prospects that are interested in them, so social campaigns – and social content – must be relevant, engaging and targeted to those prospects.
The solution: Understanding audiences for enhanced campaigns and targeting
Being relevant, engaging and targeted to the perfect audience is easily said, but how do marketers know who their interested social prospects are, and what those prospects want to learn or receive from them?
Using data, interests must be defined and audiences understood to get the message right:
- Look at individuals’ profiles as starting points to establish good social campaign data on interest.
- Monitor social media to establish existing followers and assess their interests.
- Consult data sources other than social for a comprehensive picture. Customer databases and profile data from sample individuals will give an outline for ideal target audiences and their preferences.
- Refine campaigns by establishing the networks that ideal prospects frequent and the subjects they speak about.
- Understand audiences to know which social channels to prioritise. Key prospect preferences and habits should inform social network choice and activity.
Additional information on unique consumer preferences can be gained by matching email lists to Twitter and Facebook (two of the most openly accessible networks), and by using Klout to see how influential followers are/ where influencer’s common interests lie.
Interests may not follow as expected, so should be checked. If prospects follow a lot of travel accounts or particular technologies for example, these can be taken as interests and should be reflected in content marketing strategies when possible and relevant to brand message.
Get the message heard
Even with perfectly targeted content and interest-influenced messaging, marketers can still find social targeting a challenge.
Social sharing expands marketing reach but, while good messages encourage social sharing, encouraging the right people to share is tough. It’s easy to become lost in a sea of social profile data. To get the message heard:
- Encourage the right people. Focus on influencers identified in customer databases to share targeted messages. Use integrated offline channels to contact existing customers who are socially active, but unaware of a particular social presence.
- Connect to profiles aligned with brand message across networks; choose thought leaders, publications, journalists, and socially active individuals.
- Use paid-for social ads to better segment and reach. Facebook Custom Audience works similarly to conventional database targeting, directing ads to chosen demographics and allowing uploaded email lists, phone numbers or Facebook ID’s. to match with the Facebook database. Recently, Facebook has worked to match real offline buying data, purchased from data providers, to evaluate the effectiveness of its ads.
Taking a step further, using data from data providers such as Acxiom allows even greater granular insight of audiences than Facebook segmentation alone, so can result in more effective ad click through and enhanced ad targeting. This is particularly powerful with direct 1:1 match marketing, where Acxiom securely and safely matches a brand’s consumers with those of a social network, combining the data collaboratively, to deliver significantly higher performance.
Take a considered view
Marketers who understand audiences, send messages at the right time, and adhere to good social practice will present a trusted, consumer-focused and available business demeanour. Yet there’s more to targeting than just social.
If you consider that large percentages of socially active consumers say nothing (and that perfect prospects may not even be online), it’s clear that social data alone cannot be relied on to dictate all decisions.
Ultimately, successful marketing campaigns will be the ones that know this, combining social data with information from other sources to inform targeting. A comprehensive, integrated view of customers and prospects must always be considered to consistently recognise the multichannel consumer’s preferences. No matter the channels, this will not change.
About The Author
This article was written by Jed Mole, European Marketing Director at Acxiom a data analytics and software-as-a-service company.
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover how hardware commoditization, the ubiquitous nature of connectivity, and the emergence of Big Data a...
Dec. 21, 2014 02:00 PM EST Reads: 2,367
"BSQUARE is in the business of selling software solutions for smart connected devices. It's obvious that IoT has moved from being a technology to being a fundamental part of business, and in the last 18 months people have said let's figure out how to do it and let's put some focus on it, " explained Dave Wagstaff, VP & Chief Architect, at BSQUARE Corporation, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 21, 2014 01:00 PM EST Reads: 1,996
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com), moderated by Ashar Baig, Research Director, Cloud, at Gigaom Research, Nate Gordon, Director of T...
Dec. 21, 2014 11:30 AM EST Reads: 2,420
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Dec. 21, 2014 10:00 AM EST Reads: 2,156
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Dec. 21, 2014 08:30 AM EST Reads: 2,283
ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ -- IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...
Dec. 21, 2014 06:15 AM EST Reads: 2,123
The BPM world is going through some evolution or changes where traditional business process management solutions really have nowhere to go in terms of development of the road map. In this demo at 15th Cloud Expo, Kyle Hansen, Director of Professional Services at AgilePoint, shows AgilePoint’s unique approach to dealing with this market circumstance by developing a rapid application composition or development framework.
Dec. 20, 2014 11:00 PM EST Reads: 1,366
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 20, 2014 08:00 AM EST Reads: 1,380
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential.
Dec. 18, 2014 09:45 PM EST Reads: 1,238
"People are a lot more knowledgeable about APIs now. There are two types of people who work with APIs - IT people who want to use APIs for something internal and the product managers who want to do something outside APIs for people to connect to them," explained Roberto Medrano, Executive Vice President at SOA Software, in this SYS-CON.tv interview at Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 18, 2014 09:00 AM EST Reads: 1,377
Nigeria has the largest economy in Africa, at more than US$500 billion, and ranks 23rd in the world. A recent re-evaluation of Nigeria's true economic size doubled the previous estimate, and brought it well ahead of South Africa, which is a member (unlike Nigeria) of the G20 club for political as well as economic reasons. Nigeria's economy can be said to be quite diverse from one point of view, but heavily dependent on oil and gas at the same time. Oil and natural gas account for about 15% of Nigera's overall economy, but traditionally represent more than 90% of the country's exports and as...
Dec. 18, 2014 06:00 AM EST Reads: 923
The Internet of Things is a misnomer. That implies that everything is on the Internet, and that simply should not be - especially for things that are blurring the line between medical devices that stimulate like a pacemaker and quantified self-sensors like a pedometer or pulse tracker. The mesh of things that we manage must be segmented into zones of trust for sensing data, transmitting data, receiving command and control administrative changes, and peer-to-peer mesh messaging. In his session at @ThingsExpo, Ryan Bagnulo, Solution Architect / Software Engineer at SOA Software, focused on desi...
Dec. 17, 2014 11:15 PM EST Reads: 1,414
"At our booth we are showing how to provide trust in the Internet of Things. Trust is where everything starts to become secure and trustworthy. Now with the scaling of the Internet of Things it becomes an interesting question – I've heard numbers from 200 billion devices next year up to a trillion in the next 10 to 15 years," explained Johannes Lintzen, Vice President of Sales at Utimaco, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 17, 2014 11:00 PM EST Reads: 1,457
"For over 25 years we have been working with a lot of enterprise customers and we have seen how companies create applications. And now that we have moved to cloud computing, mobile, social and the Internet of Things, we see that the market needs a new way of creating applications," stated Jesse Shiah, CEO, President and Co-Founder of AgilePoint Inc., in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 17, 2014 08:00 PM EST Reads: 1,451
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
Dec. 17, 2014 06:30 PM EST Reads: 1,388
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
Dec. 17, 2014 11:45 AM EST Reads: 1,563
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
Dec. 16, 2014 11:45 PM EST Reads: 1,404
Code Halos - aka "digital fingerprints" - are the key organizing principle to understand a) how dumb things become smart and b) how to monetize this dynamic. In his session at @ThingsExpo, Robert Brown, AVP, Center for the Future of Work at Cognizant Technology Solutions, outlined research, analysis and recommendations from his recently published book on this phenomena on the way leading edge organizations like GE and Disney are unlocking the Internet of Things opportunity and what steps your organization should be taking to position itself for the next platform of digital competition.
Dec. 15, 2014 11:45 PM EST Reads: 1,749
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Dec. 15, 2014 10:30 AM EST Reads: 6,922
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at @ThingsExpo, Andrew Bolwell, Director of Innovation for HP's Printing and Personal Systems Group, discussed how key attributes of mobile technology – touch input, sensors, social, and ...
Dec. 15, 2014 10:00 AM EST Reads: 1,990