Marketers, Make Sure You Pinpoint This Resolution For 2016

By | Tuesday December 15th, 2015

New yearAre you looking ahead and drafting a plan so that 2016 is “bigger and better” than ever? Let me help. In order to drive more sales and increase revenue next year, one of the key things you need to do is:

Change the way you think about audience segmentation.

Yes, it’s time. In 2016, stop thinking about audiences the old-fashioned way, using “cultural” categories like Boomers, GenXers, GenY, Millennials and GenZ. Forget the “18-25,” “over 30” and “retiree” clusters, per se, and move beyond merely localized or regionalized thinking.

Instead, start thinking about each customer as a unique individual – and start treating them that way, too.

Odds are, you’re ready for that kind of shift. In Teradata’s 2015 Global Data-Driven Marketing Survey, 90 percent of marketers said that making their marketing individualized is a priority. What’s more, the number of companies where data driven marketing is either embedded or strategic has more than doubled since we first started studying data-driven marketing trends back in 2013. This year, 78 percent of marketers said they use data systematically; two years ago, only 36 percent did. So the ability to pinpoint your individual customer is there. The question is: Are you?

And let’s not forget: Consumers are ready, too. In today’s always-on global marketplace, no one wants to be bothered with more meaningless noise. When your customers receive messaging and offers that are relevant and meet their needs, you’ll see the positive impact on your bottom line. For example, check out the story of a biking company that saw an increase in revenue per campaign multiply by 1.5 times. (More examples available here.)

But “resolving” to do something is the easy part. How can you actually make individualized marketing happen?

First, get your own house in order operationally. Teradata’s Marketing Resource Management solution can help you show the business value of your efforts by connecting campaign results with internal operations and spend. The latest version of our technology offers:

  • One global view on a scalable, fully integrated and flexible marketing platform that lets you plan and control marketing activities.
  • Task Inbox for a more efficient review and approval process, easing adoption and improving the overall user experience.
  • Marketing Calendar improvements.

Better still, it’s part of Teradata Integrated Marketing Cloud, a fully integrated platform that includes not only applications for Marketing Resource Management, but also the tools you need for executing your plan using comprehensive Digital Marketing solutions. These solutions help you extend the reach of your data and drive measurable results.

Need help? Talk to us. Teradata Interactive will listen to you, innovate a solution and deliver the key aspects of the Teradata Integrated Marketing Cloud and extensive partnership ecosystem solutions, as needed. We’ll send you confidently into the New Year with a focused strategy based on data driven marketing.