When you first sit down to put together an effective direct marketing campaign, it can be difficult deciding the best solution for your company.
Who, exactly, are you marketing to?
What is your competition?
How is the industry performing as a whole?
It’s a lot to take on board and there’s no easy way to answer those questions.
This is where insight plays an important part…
What is insight?
In direct marketing terms, insight is the art of understanding your customers – what they want from your product or service; what they think of your brand; how they view you compared to your direct competitors, and so on. More importantly, it helps you identify how they make purchases – the route they take from the initial desire to buy to completing the transaction.
The importance of insight
Knowing the way your customers think and the opinions they hold about a range of topics makes it easier to market your service or product towards them. It lets you deliver a personal service, which leads to greater customer engagement. Greater engagement gives you a better return on investment, as you’ll be targeted people who are predisposed to buy, based on their history.
Finding insights
This is all well and good, but how do you go about compiling insights into your customer base?
Partly you do without thinking – when you receive a complaint or a compliment from a customer, you gain a useful insight into their habits. That might be great for a micro-company with a handful of clients but, if you’re aiming for a mass market audience, you need more than the occasional review to base your marketing.
Using Big Data
The main obstacle to getting good insights is simply a matter of scale. Using your existing customer pool is all well and good, but it doesn’t help you expand your audience. Fortunately, there is a way to gain significant insight from analysing people’s digital footprint.
We collect data from a wide range of sources. We use state-of-the-art analytical tools to go through that data looking for insights, which we can present to you in a format that is not just useable, but also useful.
What do we learn?
What can these insights tell us?
A whole range of things. For instance, we can see who among you and your competitors has greater spread or penetration among a certain demographic. We can see how often leads convert to actual sales. We can see how location impacts on sales, and so much more.
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