Research for my book, “Precision Marketing: Maximizing Revenue through Relevance “ began about 2008. Back then so few marketers were talking about the importance of delivering relevant, timely, and targeted communications. In fact, most were obsessed with email and email automation.
But today when you Google, “Right message, right channel” hundreds of pages pop up from industry pundits offering tips, tricks, and suggestions. Some have morphed the message to mean content marketing, others limit it to only email, and other cover the complete omni channel. The volume of articles penned indicates that five years later, most consumers still tune out irrelevant messages regardless of channel.
Notably absent in many of the articles is the importance of having a process to transition marketing from a spray and pray department to an insight driven organization. The Precision Marketing Framework provides a transition process, but still questions have to be answered. Data itself is irrelevant, or as my co-founder states, “Data is just a raw material.” The value of data is the insight that it provides. But now as a marketer, decisions have to be made and budgeted on how to leverage the new found insight. For example, many companies will rank, score, and even color-code your prospects. But where do you keep the data? How do you add in the new demographics, model driven scores, and survey results? How do you keep the data fresh? Can your current transactional system or BI reporting tools handle new fields of insight? Who owns the data – Marketing or IT?
Precision Marketing is not about a phrase or the data, rather it is about creating a repeatable process that yields predictable outcomes. These outcomes are what increase relevance, reach, and ROI.