Through a special arrangement, presented here for discussion is an excerpt of a current article from the Joel Rubinson on Marketing Research Consulting blog.
In a digital age, marketers have amazing options. Now we can remarket to users who abandon shopping carts, target users who are reading content that reveals relevant interests, and target paid advertising to Facebook users who share the same interests as those who have liked our brand page. Even TV advertising is becoming targeted with 60 MM + households now being addressable. We can even match our customers to website visitors in the Facebook exchange or to Twitter profiles and deliver promoted tweets to our users on their smartphones. Cross-screen marketing V1.0 is here.
We are moving into a post-demographics, data-driven era in which behavior-based media strategies offer recency, relevance, and reinforcement targeting — recency, because it has been proven that ads delivered closer to the upcoming purchase are more impactful; relevance, because the right message to the right consumer at the right time and place is more valuable to the consumer; and reinforcement because most of the consumers who prefer your brand still buy your competitors and as many as half switch away over time.
How does a marketer position itself to succeed with data-driven marketing?
Which is most important to achieving success with data-driven marketing?