Click here to close now.

Welcome!

Agile Computing Authors: Jnan Dash, Elizabeth White, Larry Dragich, Pat Romanski, Wayne Lam

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, former CTO of the Defense Intelligence Agency (DIA), is Founder and CTO of Crucial Point LLC, a technology research and advisory firm providing fact based technology reviews in support of venture capital, private equity and emerging technology firms. He has extensive industry experience in intelligence and security and was awarded an intelligence community meritorious achievement award by AFCEA in 2008, and has also been recognized as an Infoworld Top 25 CTO and as one of the most fascinating communicators in Government IT by GovFresh.

@ThingsExpo Stories
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi’s VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context wi...
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
"We have a tagline - "Power in the API Economy." What that means is everything that is built in applications and connected applications is done through APIs," explained Roberto Medrano, Executive Vice President at Akana, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Architect for the Internet of Things and Intelligent Systems, described how to revolutionize your archit...
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
To many people, IoT is a buzzword whose value is not understood. Many people think IoT is all about wearables and home automation. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed some incredible game-changing use cases and how they are transforming industries like agriculture, manufacturing, health care, and smart cities. He will discuss cool technologies like smart dust, robotics, smart labels, and much more. Prepare to be blown away with a glimpse of the future.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
SYS-CON Events announced today that BMC 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. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue of profound change in the industry.
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fillin...
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
SYS-CON Events announced today that the "Second Containers & Microservices Conference" will take place November 3-5, 2015, at the Santa Clara Convention Center, Santa Clara, CA, and the “Third Containers & Microservices Conference” will take place June 7-9, 2016, at Javits Center in New York City. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.