Five Myths Of Individualised Marketing

Five Myths Of Individualised Marketing
SHARE
THIS



Marketing software company Teradata has identified five common myths preventing marketers from adopting individualised marketing practices. Grab a few tips here.

Customers know companies gather data about them. This leads to a growing expectation that marketers will understand each individual’s preferences and behaviours, and deliver personally relevant information. To do this, marketers need individualised insights to deliver the meaningful, timely interactions that customers expect. However, according to Teradata, there are misperceptions about individualised marketing that prevent marketers from adopting the practice.

Umporn Tantipech, principal consultant, Teradata Marketing Applications, said, “Capturing the attention of customers in a crowded market means marketers need to work smarter, not harder. For example, marketers can use Integrated Big Data Analytics platform to tailor interactions to individual customers’ changing circumstances, including real time if necessary.”

Teradata has identified five common myths preventing marketers from adopting individualised marketing practices:

1. “Data-driven marketing is too complicated and will slow us down.”

A recent survey from Teradata found that 59 per cent of marketers said data-driven marketing made them faster at decision making Teradata 2015 Global Data-Driven Marketing Survey. This is because the Integrated Big Data Analytics platform can automate the process of collecting and analysing large amounts of online and offline data that would otherwise be a time-consuming, manual process. This increases how quickly marketers can understand the needs of individual customers and lets them utilise the insight to deliver a much more relevant message or service faster.

2. “I can do this myself, without input from anyone else.”

In reality, marketers must collaborate to be effective. 80 percent of survey respondents said data silos within the marketing function actually prevent progress. With the rapid pace of digital disruption, it has never been more urgent for marketers and IT to work closer together as a team.

3. “My customer service department holds all the customer data.”

For data-driven marketing to be successful, customer data can’t exist in a silo. Marketers need to integrate databases to develop a strong foundation that enables the data-driven marketing strategy.
Umporn Tantipech said, “Integration is critical because it underpins the discovery of individualised insights through the use of data and analytics.”

4. “We’re already using an omni-channel approach.”

88 per cent of marketers say they take an omni-channel approach to reaching customers, but 44 per cent also find it difficult to be consistent. And not to mention the need to do so at significant scale!

Umporn Tantipech said, “Data-driven marketing and individualisation shouldn’t drive merely a handful of campaign, channel or platform at a time. It must drive the entire customer-centric strategy to create consistency and a true omni-channel approach.”

5. “I can get started on this next year.”

Consumer demand and your competitors will not wait! In reality, individual customer insights deepen over time. The sooner marketers adopt data-driven marketing to drive 1-1 customer engagement the better. This will result in more targeted and competitive campaigns for their brands.

Umporn Tantipech said, “Our 2015 Data-Driven Marketing Survey found that 67 per cent of marketers believe that using data lets them make more accurate decisions, which in turn should result in higher campaign responses and ROI.”

Please login with linkedin to comment

customer acquisition

Latest News

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Top Industry Talent Joins The Senior Ranks Of AJF Partnership
  • Media

Top Industry Talent Joins The Senior Ranks Of AJF Partnership

Ms Arnott, a founding partner of Banjo Advertising, joins AJF in the role of Creative Director and will work across AJF’s account with Target. Mr Coombe joins AJF in the role of Client Partner on the Bupa account after a little over two years with CHE Proximity and nearly a decade with Clemenger BBDO.

ABC MD Talks Privatisation: “Do We Want A New Advertising Behemoth? I Think Not”
  • Advertising
  • Media

ABC MD Talks Privatisation: “Do We Want A New Advertising Behemoth? I Think Not”

The Australian Broadcasting Corporation (ABC) managing director Michelle Guthrie has refuted claims the public broadcaster should be privatised in a speech delivered to the Melbourne Press Club. The first time speaking publicly since the Liberal party’s vote to privatise the broadcaster, Guthrie said she hoped to tackle the “increasingly febrile debate over the value and […]

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched of PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Advertising

72andSunny Sydney Partners With Visionary Investment Group

Visionary Investment Group (VIG) and 72andSunny Sydney have entered into a strategic partnership as VIG continues to expand in and beyond Australia. The first venture between the two companies is a strategic vision and design project for Avondale, a new integrated luxury resort and residence in the Illawarra region, from Vision Investment Group. Visionary Investment […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Aristotle’s Relevance To Experiential Marketing
  • Opinion

Aristotle’s Relevance To Experiential Marketing

In this guest post, group account director at GPJ Australia, Dylan McLaughlin (pictured below), is summoning some of history’s greats in his take on the 2018 experiential marketer… Extraordinary ideas are rarely serendipitous or eureka moments. They are the culmination of shared thoughts and notions that have been twisted and turned, built on and built from. They are […]

Opinion

by B&T Magazine

B&T Magazine
Samsung  Kicks Off First Campaign With Tim Cahill Via Leo Burnett
  • Campaigns

Samsung Kicks Off First Campaign With Tim Cahill Via Leo Burnett

Samsung Electronics Australia has kicked-off its partnership with Tim Cahill with the launch of TIMVITE. TIMVITE is an interactive digital campaign that encourages Aussies to invite their mates to watch this year’s biggest sporting events together. The activity supports Samsung’s QLED TV category, which includes a range of 75” and 85” large screen TVs, because […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine