Like many other CMOs and marketing pros, you might be left with a nagging feeling that you should be doing more with your data. How do we know? Take this survey for one, where fewer than 10% of marketers said they had the data they needed. 

Information about your customers and prospects is growing by the day …. but what should you be doing with it? And, which efforts will yield the best ROI?

Like most things, there is no silver bullet to make you an amazing marketer. It takes time, effort, bravery, curiosity and creativity. Organizations starting on their marketing journey would be wise to hire someone to take on this responsibility, even if a partner agency, because it takes thought, knowledge and consistency to be successful in marketing.

Want to use data for marketing campaigns, but not quite sure which is the best data to use? Data can be obtained and applied to a marketing campaign in many different ways, so it is important to understand the different types of data, how they could be used, and any risks associated with each type.

Data is to marketing what flour is to a cake; even without the flour, you can still create something cake-like, and it may look tasty, but I guarantee you won’t produce the stellar results you desire because something will still be missing. Integrating data into a marketing campaign adds that something missing, just like adding flour to the cake. Data allows a marketing campaign be focused and targeted, leading to higher returns and greater response. Data makes a difference.

When a prospect begins the buyer journey, it typically starts with research. Some companies will be referred to them via industry contacts, while others may become potentials through a simple Google search. However your brand comes into the mix of companies being evaluated, the first stop on the buyer journey is typically a website for more information and contact details. 

The world is going digital – fast. A recent IDC report predicts that by 2025 (just 5 years from now!) each connected person will interact with data every 18 seconds. If your marketing team is not currently using digital marketing tactics, now is the time to begin building strategy and implementing ways to connect with consumers on another level. 

Marketers are always looking for new ways to grow their audiences. Purchasing large and un-targeted lists can often yield a less than desirable return. This is because communicating with random people out of the blue is hard. They’re usually not in the “purchase” mindset and trying to convince them through a series of emails, banner ads or mail pieces can be a challenge. The secret to gaining new marketing names that lead to conversions is to make sure the list used is hitting targets at the right time, and your marketing has the right message. 

Over the past 30 days, the United States has seen a substantial economic downturn due to the coronavirus. The virus has not only caused stocks to crash, but businesses to shutter and employees to be laid off. The pandemic has also sent millions of people home, where they are not used to being for all day, every day. It should be expected that typical marketing audiences are going to experience changes in behavior due to these extreme and atypical circumstances.

These past few weeks have been a complete blur. It’s like we’ve gone to sleep and woken up in a bad apocalypse movie. Sports are cancelled, schools have been cancelled and people are staying home from work. And for some reason there’s a mad dash on toilet paper?! Life as we know it has been put on pause.

Marketing teams engaged in multi-channel marketing efforts have a challenge to overcome when it comes to attribution of ROI. Efforts to prioritize and optimize the marketing mix can hit a wall when influence doesn’t reflect in tracking. Consumers may see multiple ads or visit different websites before making a final purchase decision – a decision that may not have occurred without those other various touchpoints.