2013 has emerged with a familiar ring: Growth! More customers! A better, faster, less expensive way to get to market, and now! We’ve been working across all business sectors, in both the US and Canada with blue chip clients, startups and those looking to reinvent themselves and this has not changed.
The challenges are quickly stacking up against marketers. First, the number of channels available to speak to consumers is growing exponentially and consumers have more choices with more digital, mobile, social and traditional touch points to interact with your brand. These touch points create a double-edged sword for marketers – easier, customer-preferred communication channels, but more channels to monitor and collect data.
And what we have today is more data, a lot more data… commonly called BIG DATA. Compounding the problem of increased data collection channels is customer identification. Customers have multiple e-mail addresses, phone numbers (for a home phone, mobile phone, IP addresses and work phone), and unique handles for each of the major social media websites. With customers allowing marketers more access to their personal information than ever before, communications with customers should be getting more targeted (hopefully effective) and yet I personally see at least 10 emails and 3 text messages per day of offers and communications that aren’t relevant at all… not really working!
For example, one restaurant brand emails me 3-5 times a week with offers (same offers each time) and yet I can’t remember the last time I went there! Or how about a regional sports store that thinks I’m loyalty club member because the only way to get the discount coupon was to sign up? I haven’t been back since, nor am I likely without communication that speaks to me directly about why I should return.
Finding a way to navigate more channels, more data collection, and more targeted communications to customers across channels is challenging. There once was the promise of low cost technology, huge data warehouses and CRM technology and business practices that all pointed to consistent business growth for our brands. More recently, cloud computing has emerged as the next great hope for BIG DATA: low cost, immediate communications with consumers, and reduced need for technology capital. You can be up and running in hours not months. With the current economic environment, the march towards zero-cost solutions increases the pressure on marketers. Do more with less.
It feels like we collect, we process, we compile, we filter, we design and execute campaigns, we have tons of meetings and in the end it’s all too often hit or miss on the results… if you even measure the impact.
Frankly, that’s why CAC Group was founded and has continued to work with clients; Our Mission is Your Customers. Today we help clients navigate BIG DATA to build highly intelligent connection points between their customers and brands. We know what data you need, what data you’re missing, how to find that data, how to connect and integrate the data, build out actionable segmentation with predictive models that work in all channels. So you can truly focus on Your Customers to win.
We’d love to hear from you, let us know what’s working for you!