19.06.2009Data, not digital by Rob Smith
Reading time: 2 – 2 minutes
For the past couple of years, digital has been touted as the thing that every marketeer should be focusing on and what was and is going to provide the best returns for marketing spend over time. The time has come to stop thinking of digital and offline marketing as separate entities and deciding that ‘digital is the way forwards’ because, quite frankly, that’s too narrow minded.
Data needs to be at the centre of all marketing strategy and really, it always has been under the guise of CRM, web analytics, etc. Now however companies need to recognise that all channels be they your website or email marketing, outdoor or TV, are all about driving useful data into the organisation to help shape and drive your message to your target market.
Minority report did it well. Remember where everyone was eye scanned and shown appropriate ads – to support that you need to integrate your data in an effective way to drive message.
Let’s look at the benefits of a clean, deep database of your clients:
- A deeper relationship with each client
- Greater ability for anyone in the organisation to help a client
- Much greater client retention and satisfaction
- Easier client growth via targeted messages
This, of course, is a much wider subject of good CRM and data management. However let’s not forget the key message here (coming from a Digital director) – digital channels should never be looked at in isolation, and should never be seen as the sole saviour of your marketing. It’s always deeper than that.
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