Most people think of the weather as fickle and unpredictable. In that context, making business plans based on weather would seem like a silly use of time.
When looking at your customer base, who are the “vital few?”
Consumers love shopping online – but they’re not going to abandon bricks-and-mortar anytime soon. If it’s any indication, even the king of online retail, Amazon, has been opening physical stores.
Advertising based on a person’s internet habits is so effective because it connects needs with solutions – sometimes in real time. Clearly, it’s far superior to the days when businesses paid primarily for audience reach, hoping somewhere in the crowd, they would connect with the right person at the right time.
Up until now, at the center of this process has been web cookies, the small files embedded in websites that enable the tracking of a user’s online movements. Third-party cookies, which can track behavior across multiple websites, have given marketers a wider window to see more deeply into their target audiences.
But, third-party cookies are exiting the world wide web and taking many marketers’ go-to advertising strategies with them. When it comes to cookies, it’s time to start thinking about new advertising plans.
Is direct mail still a good way to reach your target audience in 2022?
A data security incident at any business – large or small – can cause serious damage. The average cost of a data breach rose to new highs in 2021, to the tune of more than $4 million.
From TV to digital ads to social media content, Americans are exposed to around 4,000 to 10,000 marketing messages each day. There have never been more channels available to reach your desired audience. But don’t forget: everyone else wants to reach them, too.
Dirty data is a big problem for nearly any company collecting information for strategic business purposes. (Which should be every company that wants to understand its customers, track and respond to trends, and create personalized marketing efforts.)
By now, it’s likely your company data plays an important role in powering performance and
results. Good data shines a light on what drives core areas of business, such as how and where
you acquire customers, what your “ideal” customer looks like, which products and services
propel growth and with who, how customers engage with your brand … and the list goes on.