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

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Heckler Appoints Charu Menon To Partner
  • Advertising
  • Media

Heckler Appoints Charu Menon To Partner

Heckler has announced the promotion of Charu Menon to Partner, Singapore, making her the first female member of the Board.

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]