In today’s digital world, the way that marketers reach their audiences has changed. That’s not all, though – the evolution of the marketing database means that the way that marketers shape their audiences has changed, too.
Welcome back for the second post in our series, The Evolution of the Marketing Database. Our first post discussed how data collection and the new dynamic nature of databases have created a new normal. It ended with a question: how do today’s databases allow us to optimize marketing for individuals?
Let’s find out.
1. Testing is Easier Than Ever
Well, for one thing, testing different campaigns is easier than ever.
Accurately testing measurable results has long been a hallmark of of digital advertising, because digital campaigns are inherently more quantifiable than traditional methods like DRTV or direct mail. With the evolution of the marketing database, though, testing is even more efficient.
Consider an A/B test of two different personas, perhaps with slightly different demographic data. In the past, you may have had to buy a whole new list to test a new persona. And with a traditional channel like direct mail, any testing you did would only show you whether or not your guesses about your new persona were correct
Now, though, you can create an audience for both personas – and all of the data you collect will be easily attributable, because we’re working in closed-loop systems. This means that your audiences can be constantly (and efficiently) refined, so that your messaging is as relevant as possible.
2. Targeting is More Efficient
Additionally, gone are the days when you had to choose between blasting everyone on your list with the same message or segmenting things down past the point of a definable ROI. The evolution of the marketing database means that message clutter has been cleaned up.
Much of this ties into a concept we call full funnel advertising. An important component of full funnel advertising is the ability to have separate campaigns geared towards separate audiences. So, for a user who is very close to purchasing, you can show one message, and for a user who has just begun to show interest, you can show another. As users progress through your funnel, your messaging progresses as well.
Dynamic data means that you can show people the messages that will resonate with them – and that personalization leads to better results.
The Results of the Evolution
When it comes down to it, that’s the best thing about the evolution of database marketing: it gets better results. With today’s database marketing, marketing campaigns are more quantifiable, more customizable, and more effective than ever before.
And the changes aren’t just bound to channels like email, either. As the world becomes more and more integrated digitally, we can actually use these techniques to target users on the channels that they prefer, including DRTV and even SMS and voice nurture. In fact, we’ve seen incredible results from combining the power of lookalike audiences with these channels.
The evolution of database marketing means that it’s an exciting time to be a senior marketer. As seniors go online in increasing numbers, we can now provide better messages to the people who want to hear them.
Are you ready to evolve your own marketing database? As a leading digital marketing agency specializing in marketing to seniors, we’ve been on the cutting edge of the marketing database evolution. We’d love to hear about your goals for reaching the right audiences, or help you with any questions you may have.
Change is constant – but in the case of the marketing database, the evolution is good.No Comments