The Don Draper Days are a Thing of the Past
Original story via Marketing Tech
Think about how marketing has changed in the last 50 years. It used to be that a memorable jingle or an eye-catching billboard was all you needed to draw attention and boost sales. With as much information and, let’s face it, distraction in our daily lives, this kind of “throw it out there and hope it works” approach just isn’t going to cut it. The data we collect from customers tells us everything we need to know about who we’re marketing to, what they want and how they want it. Don Draper of Mad Men hit the nail on the head when he said, “People tell you who they are, but we ignore it because we want them to be who we want them to be.” The sooner marketers leave this way of thinking in the past, the sooner they’ll realize the benefits of a more precise data-driven marketing strategy.
More on data-driven marketing:
Content Marketing and Data: A Match Made in Heaven
Original story via CMO Innovation
A lot of marketers like to crank out as much content as possible, but it can be a tremendous waste if the content isn’t relevant, isn’t reaching the right people or is just plain bad. The resources needed to execute a successful content marketing campaign, both in terms of money and time, is quite significant, which makes it imperative that it hits the mark. But how can you make sure your content is doing just that? In a word: data. A term being tossed around is “smart content,” which is just a trendy name for content that makes use of data in order to open new doors and better engage with customers. Content marketing is very effective in many ways, but quantity will never be able to match data-driven quality.
More on content marketing:
Get Personal with Account-Based Marketing
Original story via Forbes
When you market to individuals (an actual person or customer account) as a singular entity, you’re conducting account-based marketing. Essentially, it’s a targeted approach focusing solely on them. It’s not exactly new, but technology has made it a great deal easier. The harvesting of data helps organizations create a complete profile of their customers to hopefully provide exactly what they’re looking for and find new opportunities as well. But there can be a few trouble spots to keep in mind, including using bad or incomplete data and functional misalignment within your sales and marketing teams. It sounds simple, but there are a lot of moving pieces when you’re talking about targeting at such a granular level. When it works, it works. It’s getting from Point A to Point B that must be done with care.
More on account-based marketing:
Data Visualization of the Week
Ask just about anyone who their favorite James Bond is and you’ll likely get a host of passionate opinions. 007 has been a cultural icon for decades, spanning 24 films officially and six actors portraying the world’s savviest spy. This infographic is an engaging way to present a lot of information about the series, and although it’s missing the most recent film, Spectre, it gives you some pretty great factoids. For example, did you know that Mr. Bond smooches a lucky lady once every 45 minutes? Well, maybe she’s not so lucky. Of the women romantically involved with James, 32% end up being killed by the end of the movie. Fancy a drink? Bond has one every 10 minutes, 53 seconds. Shaken, not stirred, of course.