Data-Driven Marketers

 

Issues Facing Marketers Today

The Holy Grail for marketers has always been one-to-one engagement with their target audience. Ironically, the goal is to go back to the early days when buyer and seller communicated face-to-face, but in an era when you may have an audience of millions.

Because this would be physically impossible, marketers looked to segmentation and other technologies for help. The use of CRM and segmentation to communicate to smaller, more targeted audience segments is no longer enough, however. Customers are more and more savvy and don’t want to be marketed to.  They want to engage with you on their terms.

So instead of old-school campaign-oriented “batch and blast” messages to their audience, marketers now need to use data to make their messages relevant, timely and wanted. Data-driven marketing refers to acquiring, analyzing and applying data about the customer, their wants, needs, context, behavior and motivations. The payoff is real: According to the DMA and Gartner, triggered messages earn click-through rates 119% higher than your average business email. And marketers that do triggered marketing right will see their marketing messages receive, at minimum, 5x the response rate of non-targeted push messages.

The Message Systems Solution

Message Systems empowers marketers to deliver triggered, timely and relevant messages to their audience by easily integrating with back-end transaction systems or big-data analytics, predictive and recommendation engines.  The Message Systems solution combines target with template and content in real-time, to generate the right type of message for the right channel at the right time – ensuring higher customer engagement and conversions.

In addition, the Message Systems solution also feeds engagement data back in real-time to big-data engines – data like email bounces, opens and clicks, to be used as another slice to complete the customer profile.  So marketers can dynamically change or personalize web content in real-time, for example, if a customer has opened or clicked-through an email offer  again improving engagement and conversions.

 

Data-Driven Communication