Newspaper article The Observer (Gladstone, Australia)

Smart Brands Build on Data; Marketing Info Helps Give Consumers What They Want

Newspaper article The Observer (Gladstone, Australia)

Smart Brands Build on Data; Marketing Info Helps Give Consumers What They Want

Article excerpt

KNOW your audience. It's the first rule of marketing, and it's still as important as ever. But to succeed in today's age of assistance -- when empowered consumers expect experiences designed exactly for their needs -- you also have to get the timing right.

New research from Bain & Company in partnership with Google reveals how brands who show up with the right message at just the right moment are the ones finding pathways to growth and revenue. Business leaders refresh critical marketing metrics and dashboards more frequently and prioritise integrated technology platforms to help make timely customer connections.

Where do timely connections start? Inside the data. Marketers say that improved understanding and reaching the right customers is a top priority for achieving their marketing goals in the next three years.

To gain a deeper understanding of customers, marketers first need to look at customer behaviour patterns and trends, then take action to reach the right people just in time. That calls for the right platform.

Marketing leaders are 1.6 times more likely than laggards to prioritise integrating technology. They are 1.2 times more likely to be advanced users of their technology, according to Bain's study. Integrated data and a powerful platform with built-in machine learning helps uncover user insights that lets marketers know exactly when to place compelling and relevant creative that gives it the best chance to succeed.

Leaders (top 20 per cent in a composite score of revenue and market share growth) share three other things.

1. LEADERS THINK DIGITAL FIRST

In the US, Adidas works more collaboratively across the digital landscape and teams come together around common use of digital information. Customer segmentation and technology help them take a customer-first approach to marketing. …

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