The promise of data-driven marketing is undeniably attractive: It provides marketers with the insight and information to better understand their customers. With that understanding, they can then deliver a seamless customer experience.
What does that mean? It means that no matter where customers are in their buying journey, every engagement is tailored to their specific wants and needs. So marketers can deliver the right message with the right offer at the right time. No spam. No mistaking personas for actual people. No spam. No mistaking personas for actual people. No yada, yada, yada.
Marketers get to be more relevant. Their customers get the information, offers, and products they want—on the terms they want. Everybody wins. In the process, your company strengthens its competitive position by delivering on customer demand.
Assuming you believe data-driven marketing is the answer, perhaps the first question you should ask yourself is, “Given what I’m doing now, what do I need to do next?”
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