Data analytics can help identify the right contacts in the right accounts – but newer forms of predictive analytics, combined with sales and marketing data, can help gain an even deeper understanding, enabling companies to identify those who are in the market to buy. Engagement science transforms a one-size-fits-all sales cycle to an individualised approach that will develop sustainable relationships with customers.
Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.
Some major brands are really ‘getting it right’ on Facebook, attracting and retaining hundreds of thousands of followers. How do they do it? What’s their strategy for success? And what can smaller businesses do emulate that success and get more followers on Facebook? Here’s some top tips:
People are living longer and demographics are shifting rapidly, with older consumers switching on to digital. However, being internet-savvy doesn’t mean they are fully confident around social media. Marketers should be aware of the rising ‘silver surfer’ age group, says Phil Aiston, but understand their online behaviour and adjust accordingly when it comes to social marketing.