Our MD, Adam Oldfield, shared his insight with Studio JC on what a marketer's role involves in a modern workplace. If you missed the article, you can catch up on it here....
Any business worth its salt should understand the crucial impact a marketing department now has on determining commercial successes and failures.
It’s the eyes and ears of a company because it can see intimate details on what customers are – and are not – engaging with, alongside their intricate online habits.
To put it simply, it’s now marketing’s job to be the business’s barometer.
An early nod to how marketers are adapting, learning and interpreting their new roles within a digitally-led world can be seen with post-event or purchase surveys and emails to customers. That’s the work of marketing who are using intelligent, automated tools to drive conversations and keep relationships alive in order for their business to thrive.
As a result, modern-day marketers can now feed those crucial nuggets of information into management in order to drive product development, innovation and improvements throughout the entire organization. The can fuel sales pipelines too with pre-qualified leads.
However, as well as having to consistently communicate effectively with their customer base, marketers must now understand who they are speaking to.
For example, 10 years ago, customers had totally different behaviours because digital capabilities were vastly different. They would’ve been accessing information through email, advertising, basic websites that weren’t gated and some social networks, but it’s no longer just about relying entirely on opens and clicks or ad campaign impression rates.
Smart insights can help marketers produce effective comms
It’s about data, which is there for marketers to utilise and analyse. Technology – such as marketing automation – has given professionals a plethora of information and the ability to transform the way in which they interpret their customer base. They can use these tools to understand online behaviours quickly.
And, a key way a modern marketer can now do this is through segmentation. Think about it – customers give all of their deepest secrets away via their browsing engagement, from budget to what purchasing criteria are most important. This, in turn, offers crucial data and attitudinal behaviour insight to professionals, helping them to lead consumers in the direction they’re interested in.
How? By demonstrating relevant content, products, services and value derived from the information they have already given. To not collect this knowledge, and use it to a company’s advantage, is just crazy!
Delving deeper into the data, savvy marketers should already know about recency, frequency, monetary (RFM) analysis to extract insight. But there still needs to be a forward-thinking approach and urgency to go beyond this model. They need to use it alongside another component to build hyper-personalized content and fuel retention – and that’s via lead scoring.
This is an intelligent, automated way to compare metrics and determine who the most engaged customers are, and what type of comms they want to consume.
By considering lead scoring at a segment level, marketers can average out the different levels of interaction and begin to understand the audience more – identifying weakness and opportunity.
Only then can the story begin to unfold in order to give professionals a clearer picture when understanding the difference between sending the right message at the wrong time, and vice versa.
Giving people what they want to consume
Overall, to be a successful marketer in today’s technologically advanced world comes down to listening to the customer and using smart tools to their advantage. Those that don’t – or who attempt to connect with an audience via irrelevant information – waste time and produce badly targeted spam that stop dead in their tracks.
Marketing departments now have to think better, understand the data generated by automation and build comms which convince customers to stay on their site or social media network, and make purchases.
Leading an audience towards something that makes their lives better is only achieved by building killer, engaging content designed specifically for them.
And yes, this all sounds very ‘perfect world’ but utilising automation well can determine the success or failure of customer interaction, as well as save time and take out the need to conduct segmentation analysis manually. It’s about being smart.
Although they may not feel it, modern marketers are actually blessed with more time because they can use intelligence to quickly build ultra-relevant content for a customer. But they need to keep up with the pace. If marketers are still using a traditional email service provider (ESP) to build, and send, email campaigns – or they’re not personalising them enough – they’ll ultimately get left behind.
By conducting customer analysis smartly, marketing can use key data to strategically tweak and update their comms in order to build thousands of personalised, humanized and relevant combinations.
It’s a significant mindset switch for professionals because they’re effectively stopping what they will have been doing for years. But, if they can embrace a new way of speaking directly to their audience and using intelligent methods in order to become the marketer they always wanted to be, they should be able to successfully lead retained consumers towards purchasing their products and services.