Profile: We are very excited to welcome Marcus Tewksbury to Experian. Marcus is a product strategy and business development expert with over 15 years of experience defining, marketing, and ultimately selling new B2B marketing services and technology offerings. Many of you may already know Marcus as he formerly held the title of Principal for Alterian and has been partnering heavily with Experian over the last few months.
As marketers get better at targeting and engaging their customers, it’s important for them to remember that targeting and relevancy are not the same thing. With targeting, it’s easy enough to figure out that a certain group of people should be included in a certain campaign, but which item to promote should be tied to past purchase history.
It took TV a couple of decades to reach 50M viewers, Facebook a couple of years to reach 700M, but only nine months for the apps marketplace to reach 1B downloads. As the fastest-adopted channel, mobile has to be on a marketer’s radar.
It is important to understand that targeting and relevancy are not the same thing. With targeting, it’s easy enough to know that a certain group of people – say (speaking of relevancy), New England Patriots fans should be included in a sports apparel campaign.
A common way to view campaigns is a visual workflow that depicts the various stages, treatments or flights of messages in their relative order. More sophisticated tools enable for branching decisions whereby different audiences receive a different message based upon scoring, firmographic, behavioral response or other segmentation schemes.
Today’s consumers are empowered more than ever. With the proliferation of new channels, the intersection of offline and online media and the convergence of data, social and multi-media technologies, consumers have nearly limitless options to interact with brands. Those consumers, in turn, can share their brand experience with 500 friends in 5 minutes.
A great brand will provide consumers with a customized experience across all channels. This requires a basis of integrated data that provides a complete view of the consumer and drives actionable marketing strategies and tactics.
The key to building multi-channel, multi-dimensional views of the customer is being fluent enough with the data structures of those channels to understand what the unique attributes are and how they can be related to a common perspective across silos.
CRM’s star is clearly on the rise again but before embracing it, you need to have a deep understanding of your organizations ability to effectively execute against it. CRM has gotten significantly more complicated thanks to the explosion in the channels of interaction. Here’s 3 items to consider.
The best way to educate yourself to the state of marketing is to get out there and start engaging and experimenting with all the different tools – Facebook, Twitter, Tweetdeck, LinkedIn, WordPress, YouTube etc.
