Today many changes are taking place in content marketing. Information is power, and according to the latest research, the companies that use this wisdom to run their business, are flourishing. Others – not so much…
The way content is created today is changing rapidly with a variety of mediums coming together to form a new model for data-driven businesses that are destined for success. Online marketing is also experiencing huge shifts in relevance with content and data coming to the forefront of industry forces.
The ‘single view of the customer’ is an old model and judging by everything we know about successful b2b marketing it isn’t working. The new model is that of a data driven business, with the 5 main principles below:
- Make data available
According to recent research, organisations which use data are doing really well but still there are many businesses that cannot take advantage of necessary data because it’s simply inaccessible. Only 17 % of b2b marketers interviewed had access to valuable data that allowed them to be intelligence-driven in their business decisions. Understanding customers and markets is only possible by creating infrastructure to make data as available as possible – with minimum effort.
- Keep data up-to-date
Huge losses are incurred by companies that fail to keep their customer data accurate. This can be a turn off for many customers and can end a potentially fruitful business relationship. As customers’ details change so should the marketing approaches and business decisions. Always being in touch with the current situation may help b2b marketers stay ahead of the game.
- Keep data systems scalable and flexible
Because the business world is changing with a speed unknown before, data systems should be planned to be scalable from the outset. That way data can grow and stay relevant together with the growth of the business and its expansion to new markets and locations.
- Use a fully integrated data approach
According to a recent industry white paper the biggest problems arise when businesses adopt a ‘fragmented’ or ‘linked’ approach to data where few or no connections are made between different departments and the use of data is not integrated throughout the whole company. The fully integrated approach involves having full access to data in real time from any department by any employee, allowing marketers to make timely, multidimensional and relevant business decisions.
- Keep it high tech
Knowing what new technologies are out there to automate these complex processes and making sure they are updated as soon as cutting edge products appear is the best way to cut time, human and financial resources as well as stay ahead of competition.
To have a truly data driven business it is necessary to be able to extract the right data, keep it fully integrated, stay connected and use the intelligence gained to prepare one-to-one multi-channel marketing campaigns that are relevant at the current moment. Businesses that are information-, insight- and intelligence-led have a chance to survive and thrive in the information age where content is becoming more important than anything else.