Using Data and Content to find the Ideal Customer
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Transcript of Using Data and Content to find the Ideal Customer
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AGENDA Challenges facing marketers today Smart solutions Finding your ideal customer The intersection of data & contento Data & Technologyo Systemso Lifecycle Marketing Automationo Engaging Content
Summary Questions
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CHALLENGES
Consumers have changedo Access to more content than ever beforeo Access to other consumerso Economy
We are looking at the wrong data
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YESTERDAY vs. TODAY
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DATA INSIGHT IMPACT
Knowing what data to gather
Quality of your content and what problems your customers are searching for
Knowing how to go from data insight impact
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Big Data is the new natural
resource
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SMART SOLUTIONS: BIG DATA
Big Data separates the winners from the losers.
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FIND THE IDEAL CUSTOMER
Every brand has multiple interaction points that help create the customer experience.
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THE CUSTOMER EXPERIENCE
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DATA + CONTENT
Attracting customers + Big Data Knowing what content to write/produce
o Social mediao Bloggingo Video and YouTubeo Infographics
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DATA + CONTENT
Data & Technology / CRM Converting Databases (i.e., Salesforce.com) Personalization
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DATA + CONTENT
Systems SiteCore or Kentico Salesforce.com Right On Interactive
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DATA + CONTENT
Lifecycle Marketing Automation “Use this, then use that” Use big data to create
automated triggers based on user behavior.
Develop specific follow-up actions prompted by customer behavior.
Source: The Mozy Blog. By James O’Brien. http://mozy.com/blog/small-business-tips/business-marketing-and-big-data-5-key-tips-for-bringing-them-together/
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DATA + CONTENT
Engaging Content It’s so easy to hit “delete” Are your customers and
prospective customers interacting with your brand?
Source: Hubspot. Marta Kagan. http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know.aspx
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IN SUMMARY…
DATA INSIGHT IMPACT
1. Identify ideal customer2. Relevant content3. Embrace technology
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QUESTIONS?
Gary GalvinPresident, Galvin [email protected]
@gary_galvin
Andy ClarkVP, Business Development, Right On [email protected]
@clarkao