How Useful is Your Data?
Understanding Your Customers
The main goals of any marketing campaign is to relate in a meaningful way to your audience so that you increase your customer base, sales figures and ultimately your profit. Without understanding who your customers are and what makes them who they are, it’s difficult to communicate with them in a way that is both effective and engaging. Understanding your customers begins with having up to date consumer marketing data.
When asked about the why of the failure of their marketing campaign, many business owners gave poor data accuracy, lack of usability of their data and lack of debt of their data as the main reasons.
Maximise Your Marketing Campaign’s Success
Before you engage in an expensive, full scale marketing campaign, it is necessary to know exactly what information you need to have at hand to successfully target your intended audience.
Although you can do this yourself, you will most likely in a very short time become completely overwhelmed by the sheer volume of the data.
Have You Got the Resources
You will, especially as a small business owner, find that you simply haven’t got the resources available to you to wade through all this data.
You will also almost certainly make the very common mistake of being guided by what is currently available to you rather than investigating what could in fact become available to you as additional data if you ask the right questions regarding your target audience.
Make Sure Your Data Supplier is Tip Top
You are most likely going to start looking for reputable, established data suppliers to take this daunting task on board and ensure you do indeed end up running a successful campaign rather than looking at an expensive failure in the very near future.
There are many companies out there who will offer you their services, and as it is a competitive market, the prices will in fact be much lower than they used to be.
It’s More Than Just Price
However, price is not the end of the story. It is much more important to see how much clout your campaign will gain from your investment than to just simply look for the keenest price.
Does your company of choice offer a database cleaning service? Many business owners complain about the accuracy of their data which is often old, out of date, kept in many different places and in many different formats, and in very many cases does not comply with the minimum legal requirements regarding data storage.
Choosing to Correct Options
One option is to contact your customers and ask them to provide updated contact details. This approach has two major disadvantages. Firstly, it is time consuming and very ineffective, and secondly it does not provide you with additional data you can acquire through a reputable data supplier e.g. UK Data House.
It is typically more cost effective to work with a third-party data supplier e.g. UK Data House who can match your data against their own resources and update when necessary. Make sure you have useful data before you even contemplate a full-scale marketing campaign.