Welcome!

Agile Computing Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, ManageEngine IT Matters, Liz McMillan

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
No hype cycles or predictions of zillions of things here. IoT is big. 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, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
Artificial intelligence, machine learning, neural networks. We’re in the midst of a wave of excitement around AI such as hasn’t been seen for a few decades. But those previous periods of inflated expectations led to troughs of disappointment. Will this time be different? Most likely. Applications of AI such as predictive analytics are already decreasing costs and improving reliability of industrial machinery. Furthermore, the funding and research going into AI now comes from a wide range of com...
In this presentation, Striim CTO and founder Steve Wilkes will discuss practical strategies for counteracting fraud and cyberattacks by leveraging real-time streaming analytics. In his session at @ThingsExpo, Steve Wilkes, Founder and Chief Technology Officer at Striim, will provide a detailed look into leveraging streaming data management to correlate events in real time, and identify potential breaches across IoT and non-IoT systems throughout the enterprise. Strategies for processing massive ...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
SYS-CON Events announced today that Ayehu will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara California. Ayehu provides IT Process Automation & Orchestration solutions for IT and Security professionals to identify and resolve critical incidents and enable rapid containment, eradication, and recovery from cyber security breaches. Ayehu provides customers greater control over IT infras...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex software systems for startups and enterprises. Since 2009 it has grown from a small group of passionate engineers and business...
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assista...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 21st Int\ernational Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their ...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists looked at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deliver...