Consumer interactions with brands continually evolve, not to mention the long data trails they leave behind. Marketers are tasked with the problem of using the data trails to understand their customer's needs. As such, data management services and technology have become integral parts of businesses today. Through data management, marketers can deliver more personalised services to their customers at a faster rate.
So, how do data management companies achieve this?Linking Up ChannelsCapitalising on rich data resources to obtain first-party data from customers doesn't cut it. Effective data management involves using the data collected to create useful insights on how to optimise digital campaigns and other publicising strategies. The increased use of mobile devices makes data management solutions more complicated. With customers using cell phones, smart watches and trackers, digital marketers are obliged to monitor the multiple interfaces per user experience.
It creates a disjointed user experience due to the data obtained from different channels. As such, cross-channel marketing has become the ultimate tool for digital marketers to understand the ever-changing consumer behaviour and technology. As such, data management experts can pick up any information-sensitive signal from any digital device to determine if they belong to one or many individuals. The ability to ascertain the ownership of digital devices leads to more precise messaging, conducting more efficient digital campaigns, better CTRs and improved ROI for investors.Effective Use of Customer Data in 2017Today, there's a higher need for data-driven marketing and automation of all marketing activities.
The most pressing issue is the need to tag display campaigns and derive richer insights about users who, for example, watched a video ad to determine the clickers and converters. Digital marketers should also capitalise on DMPs in their campaigns, which guide them on additional segments worth adding to the target audience sections. DPMs (Digital Management Platforms) technology allows marketers to act on data that is obtained immediately and optimise all facets of digital marketing campaigns. Full first-party onboarding is another trend likely to catch on this year.
It allows marketers to identify their target customer before spending any money on campaigns. The marketing tool displays all the active campaigns, all client tagging sites and onboarding offline data. Another way to improve data management through DPM is through advanced cross-channel remarketing. Over the years, remarketing has become a rather ineffective marketing strategy that results in retargeting the same user several times via different channels.
However, the new DPM approach helps marketers to understand the user's intention and engagement on the site so as to create more customised remarketing strategies. The most advanced use of DMP solutions involves customised attribution modelling that allows marketers to identify various user actions on different digital channels. Marketers may apply audience-driven campaigns in their digital marketing practices.