Digital Marketing Success Means Balancing Strategy and Execution


Success in the digital experience realm comes down to striking a balance between what customers need and what the business hopes to achieve.

Data-driven marketing tactics can help marketers mind the gap — and bridge customer strategy and ability to execute, with the right personalization and context that customers prefer.

As a data-driven marketer, the following pointers will help you can maximize the tools and platforms you currently use: 

Address the Data Quality Issue

Your data affects strategy and engagement — which together form moments of engagement. Data quality impacts the quality of your engagement, so make sure it’s your number one priority. 

However, even as they recognize the importance of data quality, many struggle to attain it. More than half (54 percent) of companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness. 

Address your data quality issue by identifying the root causes. Some common problems include data aging, integration issues that lead to discrepancies and challenges in sourcing to a unique customer record. 

Also, apply a data layer to aggregate, augment, scrub and transform customer data for execution. It’s the fastest and easiest way to solve for data quality issues and use available data for communications. 

Resolve Customer Identities

In order to gain full-funnel visibility into customer engagement from unknown prospect to loyal customer, brands need to connect disparate data that makes sense for each unique customer. Your customers reveal their identity through actions — whether through a click, browsing behavior or email preference — that turns them from anonymous to known. 

Many marketers track first party data from their owned sites, but fail to capture second and third party data in order to gain a more holistic view of the customer. By leveraging this cross-channel and device data, you can better apply real-time personalization strategies to customers at the appropriate moments and cadence. 

Use Technology to Your Advantage 

Marketers are already invested in a number of technologies — marketing automation, databases and more — but they’re not necessarily scaling or extending their value. They need the ability to take full advantage of new and emerging customer channels as they arise. 

The rapid development of new technologies offering additional data sources such as the Internet of Things and augmented reality have the potential to greatly enhance the customer experience. By tapping into an open ecosystem, marketers offer themselves greater flexibility as they evolve with customers. 

Marketers have the opportunity to expand their technology investments with connective tissue that can orchestrate data, channels and devices across the enterprise 

Be Willing to Experiment

As the amount of data marketers have access to increases, so does the amount of work that it takes to sift through it and generate valuable insights. 

Or does it? It’s possible to capture data and create targeted segmentation that doesn’t require tedious, manual analysis. 

Experiment with marketing technology to automate those insights, which can be extremely powerful and enable greater learning about your customers from every intent. Next-best-action technology allows marketers to experiment, learn and scale processes. 

Pivot personalization from a manual effort to an automated real-time interaction, powered by data. Be prepared to utilize models and analytics to optimize your results through experimentation. That’ll help you let go of approaches that aren’t working, and find the ones that do.  

Mind the Gap Between Strategy and Customer Value

Modern marketing, especially data-driven marketing, involves more technology than ever before. If you’ve taken the leap to marketing technology, make the best of what’s around, and take advantage of what you have. 

The essence of data-driven marketing is the ability to manage your data and generate insights from it to power successful customer engagement. A data-driven approach to marketing will help you bridge the gap between your brand strategy and delivering value to consumers that generate loyalty and advocacy. 

Title image Ryan Tauss

Patrick Tripp brings 17 years of experience in the technology, consulting and marketing industries to his role as vice president of product strategy for the Convergent Marketing Platform at RedPoint Global. Previously, Patrick was in charge of email and cross-channel marketing strategy at Adobe.


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