The importance of data in marketing communications

Lady lying on a deck looking through binoculars thinking of her customer journeys

Modern marketing requires you to know everything about your customers.

Their goals. Their challenges. Where they are coming from. What they are engaging with. 

And there are so many customer journeys to keep track of.

One person may find you on Facebook. Another may have read 10 of your blog posts and be subscribed to your newsletter. And another may simply have searched on Google.

That’s a lot of variables to consider.

Data ensures that you can keep track of all of the above. And communicate with your audience in the most effective, engaging, and targeted way possible.

But there are also some other benefits when it comes to using data in your marketing communications: 

Personalisation

Spreading your message to as many people as possible, as quickly as possible, is a tempting strategy.

But not one that will gather a lot of engagement. 

Instead, marketers need to focus on creating personalised communications with the most relevant information possible. In fact, 71% of consumers find it frustrating when marketing communications are not personalised.

Data can enable exactly this. With the use of proper data management, such as a CRM, marketers can send out communications based on demographic, behavioural, and purchasing data.

Think birthday celebrations, abandoned basket or form reminders, personalised reports, or simply using a first name in the email copy. 

Automation

The amount of data available to marketers can be pretty overwhelming.

And what to do with it all? Even more daunting.

After all, marketers can’t manually create perfectly personalised email communications for each recipient in their database. It would take far too much time and resource. And take far too long.

That’s where automation comes to the rescue.

Data and automation work hand in hand. Enabling marketers to use their data to automatically send out a series of highly tailored, personalised, and relevant emails.

This means that marketers can send out the right message, at the right time, to the right person. With little additional effort.

Even better, 76% of companies that implement marketing automation generate a return on their investment within the first year. And 44% of them see a return within just six months.

Lead nurturing

Did you know that 80% of new leads never translate into sales?

Many businesses place their focus on generating new leads. But often these leads are not ready to buy yet.

That’s why lead nurturing is so important for a business. The process ensures that a brand is at the forefront of prospects’ minds when they are finally ready to make their purchasing decision.

Without data, lead nurturing can fall flat. 

But with data, lead nurturing can become highly targeted. It can send the perfect communication to prospects based on their recent behaviour. Whether that be engagement on your website, clicks on your emails, or event attendance. 

Customer experience

Providing a useful, engaging, and seamless experience to your customers is essential to keeping them on board. 

Data enables marketers to gain a fuller understanding of their customers so that they can tailor their communications to them, as well as addressing common challenges, or drop off points in the customer journey.

Data also offers marketers insight into who their most valuable customers are, or those who are most likely to lapse.

Marketers can use this data to send out tailored communications with the aim of keeping those customers happy, and reducing their churn rate. 

Testing and monitoring results

Last but not least, results.

There is no point in blindly sending out communications without keeping track of results.

By monitoring results, marketers can establish what is working, and what isn’t. Which in turn helps them to determine where to spend their time, budget, and resource for the best ROI.

Whether you’re identifying the channel that receives most engagement. The content that is most consumed. Or the call to action that is most clicked. Data is essential.

And it allows marketers to continuously test for the best possible results. AB testing copy, calls to action, and images – amongst other things – to ensure their comms will be as successful as possible.

Looking to make better use of your data?

Then why not speak to us? Simply email hello@brightdials.com or book a free Discovery Call. All we need is 45 minutes of your time.

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