Success During A Changing Landscape: Fine-Tuning Your Marketing Intelligence Strategy

As many different forms of businesses put forth an effort to reopen and adjust to what has become a new normal, there have been extreme changes to the marketing environment daily. It has now become more important than ever to have a perfect balance between time efficiency, resources, and budget while planning for future growth and incoming change. This is a period that has seen the massive potential, but some methods are not entirely fail-safe.  

Even though a much higher percentage of people are working from home and staying put, it is crucial to pick which digital marketing medium works to accomplish your brand’s  message and be seen frequently by the right demographic. Every team will find themselves coming up with different approaches to accomplish their goals, and assessing how far you have come in regard to maturity can be done using three important pillars of marketing intelligence. 

Data Integration 

It is essential to assure that your data services are quickly accessible, and this has become quite a task due to the number of channels and platforms needed to properly reach the customer. Successful data integration means that the end result is data that is unified and connected, and 57 percent of marketers spend a week or more trying to align and unify the data they have gleaned. 

Without data that is consistent, problems arise quickly when marketers are attempting to see which new tactics and campaigns are yielding success. When you reach the point that sees your social, search, display, programmatic, web, email, and CRM data all in one place, making comparisons and future planning much less difficult. 

Insights and Analytics

Many of the nation’s seasoned experts knew that artificial intelligence was going to play a huge role in predictive programming and how to efficiently spend, and now it is becoming a much more common tool. Artificial intelligence can provide deep insight into KPIs and actions that are suggested to you for success in the future. 80 percent of marketers out there today don’t have access to daily or real-time reports, yet 47 percent of marketers plan to increase AI tool usage during 2021. 

Making for a better customer experience happens when you have the ability to adjust your messages and content after prediction, and consistent reporting back on how a campaign is doing is also a reason to embrace the great potential of AI. Just between Facebook, Instagram, and Google alone, you may be wanting to change spend amount and content more frequently than ever before. Programmatic advertising will eventually be able to place the right kinds of ads in front of the right kind of people, an enormous advantage. 

AI can also be put to use to attempt to eliminate the risk of human error. Many facets of the digital marketing world are still dependent on human ingenuity and response, even though it is still bound tightly (for now) by human limitations. On the strategy side, AI has the potential to help marketers in the task of planning a true end-to-end content strategy. 

Collaboration and Alignment

Since behaviors are shifting so fast along with the way that customers respond to a product’s organic message of appeal, it needs to be understood whether or not your methods of cross-functionality are successful. It is also imperative to not get so caught up in outbound spend and campaign depth that the stakeholders miss out on receiving valuable updates and information. 

Once every team in a firm or entity is involved in working from the same set of KPIs and facts, the culture that thrives on accurate data will see better results and longevity. This means that any decisions made will be backed by facts that make sure you are not just blindly throwing darts at the board attempting to succeed. By reflecting on these three key pillars, you are able to progress and reach your future goals much easier.

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