In its strictest definition, data marketing refers to the discipline that allows the exploitation of data in order to target and personalize marketing campaigns in an “omni-lever” manner. We call omni-lever the ability to converse with the prospect or customer in a coordinated manner across all communication levers, whether identified (Marketing Automation, call centers, sales forces, web portal, social messaging) or unidentified (Media, website, mobile app, stores). This term should not be confused with “omnichannel ” which refers rather to the complementarity of sales channels , between digital and store.
The essential Prerequisite for a Successful data Marketing
Strategy is therefore the aggregation of the different points of contact and data linked to the same person. For example, the reconciliation of CRM, Media, on-site or in-app browsing information and contacts with onli r in-store customer advisors (or even with salespeople in “complex sales” sectors) will provide a consolidated and coherent view of the france phone number library interactions between a brand and a given individual.
Data marketing is therefore part of a common ambition of many companies for several years: developing a customer-centric vision, personalizing the relationship, streamlining marketing decision-making through the use of data. Nothing new under the sun. And yet, progress towards this horizon still faces major obstacles.
Converteo experts have developed and written, to feed the EBG Digital Yearbook 2022, a column on Customer Data Platforms and their importance in Data Marketing management.
In 2022, July 28th was Earth Overshoot Day
Tthis date, we are consuming more resources than the Earth can regenerate in 1 year. And every year, this tipping point comes earlier. In 1970, it was December 19th, and in 2000, September 23rd. At the same Use Surveys in Your Email Campaigns time, digital technology, a consumer of energy and resources, is increasingly present in our daily lives. Currently, this sector represents 3.7% of GHG emissions , more than the civil aviation sector . But with an average growth of 9% of its emissions contact lists per year, the share of digital emissions could double by 2025. Taking action to reason about the environmental footprint of digital technology therefore makes sense. And this is precisely the heart of the low-tech approach.
