Do your customers like what they are hearing in your marketing messages? If you are sending out the same sound to a massive audience, chances are, you are pissing off a lot of people that don’t want to hear about products or services that are not relevant to them. We are in the modern marketing era and your customers expect personalization in your messaging.
Let’s take a quick step backwards…
Can you remember the days when your music was on a cassette tape and you had to rewind or fast forward to get to your favorite songs? In 2001, the Apple application, iTunes revolutionized how we play, download, and organize digital audio and video. It also enabled the purchasing of single songs, instead of being forced to buy the entire album.
I don’t know about you, but I buy a lot of songs on iTunes. Today, I can’t imagine having to buy an entire album to get the two or three songs I really want. iTunes has unlocked value in segments of an album, where in the past, we were locked into the full purchase.
What can marketers learn from iTunes?
Unlocking the value in big data for marketing is quite similar to the shift from purchasing an entire album, to just the songs you want. Think of it this way, organizations have tons of data from their CRM systems, 2nd party partners, and 3rd party sources. When they are able to segment all the types of data into meaningful parts, they are essentially creating playlists, made up of parts from different albums or data sources. When an audience is segmented into meaningful groups, marketers can customize the messaging and spend ad dollars where they will get the best returns.
In the past, marketers would take the approach of cranking up the volume so it reached the largest possible audience, instead of customizing playlists for each audience, based on their individual preferences. While the message would resonate with some of the targeted segment, most of the audience would try to cancel out the “noise.” When sending out the wrong marketing messages, it does one of two things:
- Advertising dollars are wasted on an audience that isn’t interested.
- Customers are lost because they’re sick of being blasted with ads that don’t resonate with them.
In the past, we couldn’t blame marketers, because they didn’t really have many options and based their strategy on intuition or “big ideas.” They couldn’t link marketing campaigns to tangible results. Additionally, it was almost impossible to segment an audience. Essentially they pushed out one type of music to the entire audience and hoped that they liked it; to hell with those who didn’t.
In this era of modern marketing, there is no excuse for wasting ad dollars and using the “crank up the volume” approach. Today, marketers have the ability separate their data into meaningful segments, so they can play the right music for the right audience. When they extract value from the data, they are able to send the metal fans ads that sound like Metallica and the classic rock fans ads that sound like the Rolling Stones.
Wouldn’t it be great if you had an iTunes for big data, which enabled you to personalize online, offline, and mobile marketing campaigns, so you can play the right music for your targeted audiences? When marketers use technology to create audience profiles, they can select the right playlist for their target audience and deliver ads that are music to their customers’ ears.
We live in a world that is filled with so much advertising noise and we have become good at cancelling it out. If you want the maximum ROI on your advertising dollars, you need messages that cut through the noise; with the right tools in place, you will better understand your audience so you can customize playlists that get your customers movin’ and groovin’ while listening to your music.