Data-Driven Marketing: Digital Trends for 2016
Earlier this year, Econsultancy released its Quarterly Digital Intelligence Briefing, closely evaluating 2016’s emerging digital trends. And it certainly makes for some compelling reading.
Having read the report, we’re delighted – and feel slightly vindicated – to see the emphasis being placed, once again, on the value of data; targeting and personalisation, content optimisation and social media engagement.
Indeed, we’ve been banging the drum for targeting and the importance of data for some time now. So, it’s good to see 53% of the 7,000 professional surveyed choose data-driven marketing and their priority for the year ahead.
Digital Trends for 2016 – Data-Driven Marketing
The future of marketing, as it stands, is data-driven. That much is for certain. But what’s interesting is that this is increasingly being placed in the context of ‘customer-centrism’. As the report highlights, ‘to improve user experience, data is needed. To personalise and optimise, data is needed.’
For us, this is an incredibly positive direction to be moving in. And while the Econsultancy report may not directly reference the role of social media in supporting DDM, capturing targeted data is clearly a big deal for the future.
“…we live in the era of data-driven creativity: pulling meaningful, actionable insights from your data and using those to drive the creative process and in turn elevate business results might become one of the most efficient approaches to modern marketing.”
Jarek Ziebinski, Leo Burnett Asia Pacific
Brands that can collect accurate customer data and use it intelligently to influence how they communicate with customers will be best placed to capitalise on emerging trends.
But Here’s the Catch
Our analysis of the report also suggests that professionals remain unsure about how best to take advantage of data within the context of today’s technology.
The report demonstrates, for instance, that 21% of respondents see DDM as the most exciting opportunity in 5 year’s time, compared to 16% now. And this is a point further underpinned by the fact marketing automation is currently seen as ‘the most undervalued capability for customer experience excellence.’
For us, this suggests that professionals understand that targeted data and insight is key, but there’s a disconnect between industry direction and uptake of new technologies.
Of course, the technology required to close this disconnect is already available, but implementation requires the costly and resource heavy replacement of legacy systems.
Social Media Potential
But how does this apply to agencies and other service providers? Trends, of course, dictate the direction of our businesses; we see where businesses are heading and do our best to help get them there.
What’s of note isn’t that 53% of organisations chose data-driven marketing as their priority in 2016. Instead, service providers should be reeling from the news that only 41% of respondents ‘report having good data collection infrastructure’.
While DDM, in its truest sense, differs in approach from social media data collection, this is something we should be sitting up and paying attention to. Social media does, for instance, present an ever-expanding opportunity for targeted data collection.
As our work with Barbour clearly shows, campaigns across platforms can already be used to generate leads and collect data vital to personalised automation. And the sooner brand realise the potential of social media, the sooner they’ll start bridging the gap between trend and marketing reality.
If you’d like more information about targeted lead generation and data capture on social media, please don’t hesitate to get in touch. You can reach us on +44 (0)1179 111 420, or submit a request here…