Its no exaggeration to say that big data has revolutionised the way in which marketers can and do business. And whats more it has proven itself to be one of the most influential multi-tasking tools within a modern marketer’s arsenal. It can solve problems, improve the consumer experience, boost profit margins, cut down costs and can even provide insight into the smallest of business to consumer interactions.
Nevertheless however it is equally a tool that must be fully understood if the business of today is to harness all that such a tool promises. With this in mind here we take an in-depth look at how big data has affected the realm of direct marketing.
Big Data Has Provided a Much Needed Consumer Contextual Tool
Whilst big data provides for a world of consumer focused data it is equally best harnessed through the addition of even more data, such as sales, marketing and customer interaction information, or even openly available data, such as that as a census may provide.
In this way direct marketing campaigns can be built around a truly contextual picture of the consumer – providing some much needed meat to the bones of the consumer profile and helping marketers in their targeting of the right consumer or on how to improve communications with the consumer.
For the uninitiated business such a task may seem intimidating, and indeed this process can be relatively complex (at least, that is, if the most powerful of insights are to be gained); however, with the right direct marketing partner any business can leverage big data in this way, ultimately benefiting from a complete picture of the target market (and the very specific consumers within).
Big Data Provides for the Complete Picture of the Customer Journey
The most powerful of direct marketing campaigns is one that is integrated within the customers journey, whether this be based upon sparking initial interest, driving the consumer into store or seamlessly transferring them from flyer to websites via QR code.
Big data has allowed for somewhat of a revolution within the realm of customer journey definition and analysis, providing much needed insight into how customers discover, buy and engage with a product or brand. In turn businesses are then able to craft campaigns around this journey, achieving the most efficient sales funnel possible. For the direct marketer this can mean that the right flyer is sent at the right time, providing the much needed information or offer to support the consumer in their purchase decision.
Big data is Powerful Enough to Break Down Consumer Behaviour to the Smallest of Interactions
Big data can provide for both light upon comprehensive data sets (such as the steps taken throughout a complete consumers purchasing experience) just as well as it can for small, isolated interactions. And where previously direct marketing campaigns relied upon mass targeting today such campaigns can see better results from targeted campaigns to fewer customers. To this end analysing and reacting to the smaller of interactions, such as a phone call enquiry, can be key to delivering the right direct mail at the right time and can ultimately serve to boost direct marketing conversion rates beyond all recognition.
All of these factors separately are changing the way that we perform direct marketing and what we get from it. Take them on board and utilise them alongside big data for the best possible impact.
