Data: A Love Story

Data: A Love Story
SHARE
THIS



Valentine’s Day. It’s an opportunity to celebrate love stories of all kinds, writes Trent Lloyd, Eyeota managing  partner.

It can also be a day punctuated with questions of ‘what if?’ and thoughts of what might have been. In many ways, this can be likened to digital marketing.

Every day brands miss out on opportunities to makes sales, engage consumers or enhance existing relationships. Quite often because they’re simply not reading the signs.

Data has a huge role to play in helping brands of all shapes and sizes forge lasting, long-term relationships with customers.

And so, in celebration of Valentine’s Day, Data Marketplace Eyeota presents ‘Data: A love story’, a fun look at how data can help marketers woo their audiences.

Screen Shot 2015-02-13 at 10.44.14 am

 

1. Getting to know each other:

Consumers have completely embraced eCommerce and as a result share with brands a lot of data about themselves. In return for inviting us into their world, consumers expect an element of personalisation.

There is nothing worse than being targeted with an ad that shows a total lack of understanding about you as an individual.  An avid purchaser of designer clothes wants to see ads for discount stores… about as much as a 30 year old married woman wants to be served online dating ads for seniors.

Neither of these ads are offensive, they just demonstrate that the brand behind the communication has utterly failed to understand anything about your lifestyle, aspirations and purchasing behaviour and haven’t even tried to learn or understand what you might be interested in. Not unlike our character Steve, above.

Screen Shot 2015-02-13 at 10.44.23 am

 2. Building a meaningful relationship:

Once brands understand their customers they can start to move beyond transactional relationships and look to engage them more broadly. To do this, advertisers have to demonstrate they can add value or help consumers meet a need or desire. Otherwise, the relationship will be very one sided. Just ask Steve.

The data marketers have access to these days empowers brands to treat their audiences as individual humans and demonstrate that they’ve taken the time to understand their likes and dislikes. This goes a long way to engendering the sorts of warm fuzzy feelings upon which long term relationships are based.

 

Screen Shot 2015-02-13 at 10.44.34 am

3. Reading the signs:

In order to understand the type of content that will truly appeal to your audiences, it’s important that campaigns are using localised data.  Much of the data being used to target in Australia is bought on a global level – and this is quite simply too generic. What this data offers in scale it lacks in local cultural nuances, and this is a huge factor in building respect in a new customer-brand relationship.

With generic data (and by assuming things about individuals instead of reading the signs) you run the risk of wasting time, energy and budget trying to reach customers that have little or no interest in what you’ve got to offer. Or worse, like Steve, not engaging with those who do want to hear from you. In seeking to target effectively, the moral is: never underestimate the importance of local knowledge and emotional intelligence.

Screen Shot 2015-02-13 at 10.44.42 am

4. Building trust:

The success of digital marketing is rooted in consumers trusting the brand they are interacting with. If that trust is eroded through poor use of data, brands – like Steve – face an uphill struggle to get it back.

Brands should be up-front with how they intend to use their own audience data and also thoroughly check the credentials of any third-party data providers they use too.

The only link between data and the consumer is an anonymised browser ID. Even so, anonymised data needs to be treated respectfully.  In the trust-building phase marketers need to be thinking of their audience as humans, with individual lifestyles, hobbies, likes…and dislikes – and be highly attuned to these.

Screen Shot 2015-02-13 at 10.44.52 am

5. Demonstrating your human side:

Data not only gives digital marketing the opportunity to be more targeted and relevant – it allows advertisers to imitate human nature. As humans we listen and observe; data is the means via which brands can do this and evolve their communication.

Data is often seen as robotic, but this is far from the case. Data, if used correctly, should humanise a brand by enabling clever, well thought out and relevant interactions that are of true value to the end consumer.

Digital may well be the platform for today’s marketing, but in order to facilitate meaningful engagements that drive growth, don’t forget about the human at the other end.

Just like Steve, if you ditch the gimmicks and communicate authentically, in the long run your audiences will love you for it.

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]