Welcome!

Agile Computing Authors: Stackify Blog, Yeshim Deniz, Elizabeth White, Pat Romanski, Shelly Palmer

Blog Feed Post

Database marketing: How marketing struggles with social (and what to do about it)

By

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.

Read the original blog entry...

More Stories By Bob Gourley

Bob Gourley writes on enterprise IT. He is a founder and partner at Cognitio Corp and publsher of CTOvision.com

@ThingsExpo Stories
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
BnkToTheFuture.com is the largest online investment platform for investing in FinTech, Bitcoin and Blockchain companies. We believe the future of finance looks very different from the past and we aim to invest and provide trading opportunities for qualifying investors that want to build a portfolio in the sector in compliance with international financial regulations.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
We are given a desktop platform with Java 8 or Java 9 installed and seek to find a way to deploy high-performance Java applications that use Java 3D and/or Jogl without having to run an installer. We are subject to the constraint that the applications be signed and deployed so that they can be run in a trusted environment (i.e., outside of the sandbox). Further, we seek to do this in a way that does not depend on bundling a JRE with our applications, as this makes downloads and installations rat...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
Digital Transformation (DX) is not a "one-size-fits all" strategy. Each organization needs to develop its own unique, long-term DX plan. It must do so by realizing that we now live in a data-driven age, and that technologies such as Cloud Computing, Big Data, the IoT, Cognitive Computing, and Blockchain are only tools. In her general session at 21st Cloud Expo, Rebecca Wanta explained how the strategy must focus on DX and include a commitment from top management to create great IT jobs, monitor ...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
The IoT Will Grow: In what might be the most obvious prediction of the decade, the IoT will continue to expand next year, with more and more devices coming online every single day. What isn’t so obvious about this prediction: where that growth will occur. The retail, healthcare, and industrial/supply chain industries will likely see the greatest growth. Forrester Research has predicted the IoT will become “the backbone” of customer value as it continues to grow. It is no surprise that retail is ...