Marketing has increasingly come to be dependent on data for actionable insights that deliver results. A user-friendly way of handling new, fresh data – the different lead scenarios and account details – can prove to be quite a transformative agent. Strong data promises to do just this, and more. Read below for guidance on leveraging strong data, omnichannel and the Internet of Things (IoT) to become more efficient in marketing.
Large technology vendors such as Intel, NCR and SAP are using the Internet of Things and analytics to approach retailers that are struggling to meld their brick-and-mortar operations with faster growing ecommerce operations. At the National Retail Federation’s Big Show in New York, omnichannel was a primary focus for digital leaders from Home Depot, Macy’s, Barnes & Noble and The North Face.
According to several speakers at AdExchanger’s Industry Preview conference, walled-garden players are still trying to formulate and communicate what value their data brings to brands.
Facebook’s digital video initiative is a good example of an ad strategy that has achieved widespread adoption. Facebook claims it generates 8 billion video views daily, but still requires significant investment before the company even knows how effective the product is for brands. Figuring out what data agencies need to have in order to invest bigger budgets into video will be a priority in 2016, said Patrick Harris, Facebook’s director of global agency development.
Amazon VP of global ad sales Seth Dallaire echoed similar sentiments when describing the ecommerce giant’s priority for data and marketing on the platform this year. “(We are) trying to help agencies and advertisers understand the types of reporting and interpret the events on our platform.” Data that can inform marketers, including how users interact with brand pages, product reviews or their online shopping cart, is first and foremost a part of the Amazon user experience. “Understanding the purchase funnel was something we had to develop for ourselves,” Dallaire said.
Why you should pay attention to the Internet of Things – Marketing Interactive
The IoT has gained significant momentum in the past year, with Gartner now estimating that there will be nearly 21 billion IoT devices by 2020. There’s no doubt that the IoT is disrupting many business sectors. Organizations in consumer electronics, healthcare, retail, financial services and other sectors are already engaged in digital transformation efforts to reposition their businesses for the new competitive landscape. The IoT is particularly valuable for marketers because it gives organizations access to huge amounts of personal user data.
Embedded in our everyday lives, IoT devices continuously gather actionable information on customer habits, tastes, and preferences. This presents a tremendous opportunity for marketers to create targeted offers, personalized experiences, and other important features that engage customers in new, authentic ways.
3 Steps to Boost Marketing Efficiency with Strong Data – MarTech Advisor
Author Rohit Roy provides readers with steps on how to leverage data to create more efficient marketing campaigns. Of the steps listed, Rohit suggests marketers need to develop a streamlined process for manual data entry to get the most from their data.