Page 18 - index
P. 18
RESEARCH, ANALYSIS & TRENDS
The secret is to know your
consumers’ needs wholeheartedly
New advances in marketing technology mean that mar- Perceive real-time as baseline
keters no longer have to rely solely on their strategy,
luck, or gut feeling when planning campaigns. The In our age of excessive networking, consumers are no
sheer volume of data that consumers produce with any longer impressed by a real-time response. The ability to
online movement allows marketers to get a detailed deliver targeted and relevant information on the basis
picture of their interests, preferences and behavior. of real-time data is simply expected by the consumer.
The more worrying it is to know that companies in-
Theoretically, it should be easy to understand consum- creasingly struggle with the rapidly growing amount of
ers’ needs and catch them at the right moment of the customer data that has to be unified and analyzed be-
buying process. However, that is easier said than done fore receiving highly personal customer insights.
as studies prove. The challenge is to translate the ever
growing cloud of dynamic and unstructured data into a Tag management is here the most suitable technical
unified panoramic view of the consumer. basis for the standardization and processing of data
from multiple sources. It puts marketers immediately in
Although, for instance, the majority of marketers in retail a position to address customers effectively across all
indicate that a unified view of the consumer is most im- digital touchpoints. Companies have to see and act in
portant in building a successful omnichannel business, real-time, hence, personalization has to be based nec-
only a minority stated they believe to be a able to ac- essarily on current and not past events before more
complish that. complex marketing techniques can come into play.
So, how can marketers exploit the wealth of data to an- Speak to permanently networked consumers
ticipate the wishes of consumers and provide a future-
oriented experience that meets their needs? Let me Awakening the interest of the audience with the right
give you some guidelines: message at the right time is more important than ever,
especially since technical advances mean that each
time can be the right time for modern consumers.
18 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
18
The secret is to know your
consumers’ needs wholeheartedly
New advances in marketing technology mean that mar- Perceive real-time as baseline
keters no longer have to rely solely on their strategy,
luck, or gut feeling when planning campaigns. The In our age of excessive networking, consumers are no
sheer volume of data that consumers produce with any longer impressed by a real-time response. The ability to
online movement allows marketers to get a detailed deliver targeted and relevant information on the basis
picture of their interests, preferences and behavior. of real-time data is simply expected by the consumer.
The more worrying it is to know that companies in-
Theoretically, it should be easy to understand consum- creasingly struggle with the rapidly growing amount of
ers’ needs and catch them at the right moment of the customer data that has to be unified and analyzed be-
buying process. However, that is easier said than done fore receiving highly personal customer insights.
as studies prove. The challenge is to translate the ever
growing cloud of dynamic and unstructured data into a Tag management is here the most suitable technical
unified panoramic view of the consumer. basis for the standardization and processing of data
from multiple sources. It puts marketers immediately in
Although, for instance, the majority of marketers in retail a position to address customers effectively across all
indicate that a unified view of the consumer is most im- digital touchpoints. Companies have to see and act in
portant in building a successful omnichannel business, real-time, hence, personalization has to be based nec-
only a minority stated they believe to be a able to ac- essarily on current and not past events before more
complish that. complex marketing techniques can come into play.
So, how can marketers exploit the wealth of data to an- Speak to permanently networked consumers
ticipate the wishes of consumers and provide a future-
oriented experience that meets their needs? Let me Awakening the interest of the audience with the right
give you some guidelines: message at the right time is more important than ever,
especially since technical advances mean that each
time can be the right time for modern consumers.
18 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
18
