Big Data yes, but as long as it adds value, as long as it allows us to make decisions.
Data integration ( omnichannel ) is the key to understanding our audience and treating each one as a single person.
That is, it doesn't matter which channel they contact us through, we know who they are and we use the history of these contacts to improve our relationship.
Real-time, predictive, mobile interface, automation, algorithms… will become a reality in our marketing strategies.
Of all the talks, I would like to highlight Jamie Anderson 's . It was the least technical, but the one that most clearly showed the points I have just highlighted. He spoke to us about how data is used to boost Lady Gaga
's marketing strategy . As more direct examples:
He uses Spotify to personalize indonesian phone number his concert repertoire in each city, based on the songs that are most played in the city where he will be giving the concert.
Analyze the sentiment of mentions on social networks.
But beyond the use of data, I was interested in the four pillars of engagement, which are the basis for explaining the practical case of Lady Gaga.
I am going to explain them from a global point of view, to show that they are applicable to any strategy.
Engagement is a term that is usually associated with social media, but it is something that has always been applied to any strategy (both online and offline).
According to the RAE: “Superior quality or goodness that makes it worthy of singular appreciation and esteem.”
That is, trying to do things as best as possible within your possibilities, but above all, seeking continuous improvement. Thinking about how you can continue improving (not to be confused with the search for perfection).
For me, this is the correct approach for anything we do in life, and of course very valid for a business strategy.
We have clear examples in the market, especially in luxury brands, but by definition this concept applies to all brands that want to improve day by day.
Put yourself in the other person's shoes, in this case your audience's, and try to offer them what they are looking for, in the way and at the time they want.
At the communication level, it also means that it is bidirectional. I don't just think about my audience, but I interact with them.
To achieve all this, what Jamie Anderson called “ mass-intimacy ”, we need to treat our audience individually. This implies granularity (one to one) and omnichannel experience (we identify the user and treat him the same (he should not notice the difference) regardless of the channel through which he has contacted us).
To do this we need tools, proactivity, prediction, etc. (what I mentioned at the beginning of the post).
Which brings me to the third point.
3. Exclusivity
The feeling of exclusivity, in addition to the type of product or service, comes largely from personalization, from that feeling that for this company, I am unique. I am a person with a name and surname, and not just another number.
To achieve this we have to apply the tools and techniques I mentioned in the previous point.