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December 20, 2016
In the world of marketing, collecting data is integral to success. Arriving in many forms, whether it be digital analytics or customer interviews, data provides meaningful insight into how customers interact with a product or service. Data can be garnered from an array of industries – from B2B to consumer marketing – and will not only inform, but improve, marketing strategies to the benefit of both businesses and customers. Below are seven forms of data collection for your marketing strategy.
From mobile devices to laptops, a vast portion of the global population access digital devices for information. The average person is served over 1700 banner ads a month and 31 percent of online users respond to ads by clicking on them. Collecting digital data can be as simple as tallying link clicks or as complex as honing in on a user’s age group, profession, location and gender. Digital data can be applied to multiple hubs across numerous platforms, encompassing social media campaigns, pay-per-click ads, online surveys, e-newsletters and beyond. According to a survey by the Association of National Advertisers, more than 80 percent of marketers reference impressions and clicks as a benchmark for measuring digital ROI. As marketing moves further and further into the digital realm, data can tell an even more specific story about how, where and when clients and customers interact with your marketing strategy. Taking digital numbers into account by way of analytics can help businesses better understand how online users access information and what types of advertising resonates with a target demographic.
Email marketing is a quick and cost-effective means of reaching audiences. From industry trend updates to corporate event coverage, email marketing can outline a wide variety of topics. Many email marketing platforms, such as MailChimp or Constant Contact, offer customizable templates to match your brand’s overall look and feel. Plus, these features also provide analytics tallying open rates and click-through rates, to better tailor subject lines and email content. These email platforms will also show you important numbers, like bounce rate, indicating if the emails in your subscription list are valid.
3. Customer Relations Management
Customer Relations Management, also known as CRM, is an important means of tracking and analyzing relationships with customers. CRM data platforms like, Zoho and Salesforce, are just a few CRM platforms that specialize in compiling customer interactions. The key focal point when using CRM data is improving customer satisfaction with a meticulously noted, data-driven approach. CRM programs can span the entire cycle of working with a client, from inputting initial contact information to entering pricing for specific marketing plans. Whether you’re intending to accrue more customers or are focused on maintaining a current client base, CRM data collection technology can provide insight on every step of the client relationship.
4. Point of Sale
Referred to as POS in the world of marketing, Point of Sale data simply refers to the time and place when a sale is made. As online retail grows in popularity, the landscape of Point of Sale data is moving from cash registers to mobile devices. POS data can account for the full spectrum of retail transactions, making note of sales and returns, discounts, gift cards, loyalty programs and more. From a business perspective, Point of Sale data collection highlights trends in customer purchases and informs inventory management, financial planning, accounting and customer relations.
5. Landing Pages
One key way to incorporate data collection into your marketing strategy is landing pages. Already a popular form of data collection, statistics have shown a 55 percent increase in leads when increasing their number of landing pages from 10 to 15. Both industry relevant and action based, landing pages take the user directly to what they are looking for AND collect data immediately. Landing pages can link from numerous vehicles, such as sign-up sheets for corporate events, online newsletters or webinars, and can be the key to landing your next new client.
6. Customer Interviews
There’s no better source for brand information than your loyal customer base. Conducting customer Interviews can pinpoint exactly how clients view your services and provide you with useful information to improve client relations. Seeing your brand from an outside perspective can give you a better idea of what products and services are making an impact on your client base. Understanding what works and what doesn’t will not only help you enhance your products, it will also better serve your customers or clients. Interviews can be conducted in a variety of ways: in-person, online, over the phone or by paper questionnaires. In-depth, qualitative surveys are also an effective means of engaging with customers on a personal level, adding substance and authenticity to the overall data collection experience.
Point of Interest (POI) data offers information on trackable GPS locations that relate to an extensive range of industries. POI is especially relevant to strategizing for retail marketing, allowing the ability to visually assess competition, analyze retail trends and find opportunities for growth. POI can be used for geotagging on digital devices, check-ins on social media platforms and discovering new business prospects.
The world of data is vast, spanning both B2B and consumer marketing, and that expansive scope makes it a key component of any marketing strategy. Whether you define ROI as customer satisfaction or increased sales, collecting data is a surefire way to help your company achieve success.
As Orange County’s longest-standing, privately held response marketing agency, we have witnessed dynamic shifts in the world of marketing. Through it all, we have ensured our clients stay at the forefront of communication and technology, driving response and value with every new endeavor.