Using the right data to understand consumer behavior

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30-second summary: Marketers who craft messages that match customer expectations and build trust will be more successful at connecting with consumers in a COVID-19 world. Data is increasingly being employed by marketers. However, with so much data available it can be difficult to separate useful insights from noisy data points. It is imperative for marketers to be thoughtful when choosing who they market to and how they drive outreach, and to be available to consumers who are in-market looking for guidance. Consumers that feel a brand is putting them first during COVID-19 are more likely to trust that brand to keep them safe, recommend that brand to family or friends and favor it over others. The more trust you can build, the more success you will have in the long run. Leveraging the right data has never been more important for marketers. COVID-19 has created a shopping environment unlike anything we’ve seen before. Customer journeys are increasingly varied, with people at home either spending an increased amount of time online to find the best deals, or, on the other end of the spectrum, and not shopping at all due to economic uncertainty . This is an especially sensitive time for consumers who are in the middle of a major-life purchase (MLP)—or big ticket items that require high consideration, such as insurance, a car or a home. As they navigate these experiences online, the role of targeted, informed communications from marketers are that much more vital. According to Forrester , marketers who craft messages that match customer expectations and build trust will be more successful at connecting with consumers in a COVID-19 world. In other words, marketers need to understand consumer behavior to craft an accurate message in a safe and compliant way. The best way to do that? Understanding the right data. Using data to guide customer journeys Data is increasingly being employed by marketers. However, with so much data available it can be difficult to separate useful insights from noisy data points. Traditionally, marketers start with first-party demographic data (i.e. age, income level and occupation) to build an ideal customer profile (ICP) and understand their target demographic. Marketers can use data from their current customers to estimate behaviors and needs of potential customers, however, this strategy falls short in a time where behaviors fall outside of the norm. It’s especially important now to consider how you can build relationships …

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COVID-related digital behaviors that won’t going away in 2021

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30-second summary: Market volatility and rapid shifts in consumer behavior will continue in 2021. The longer the COVID pandemic goes on the more ingrained digital behaviors become. Shoppers are buying more online and spending more when they do. Consumers are becoming more comfortable online experiences over with time. Taking in-store experiences and taking them digital is becoming more common. Search and market insights are becoming mission-critical for all marketers To say the last several months have been a roller coaster would be an understatement. This year has been one for the books as we’ve collectively experienced something no generation before us has: the impact of the COVID-19 pandemic on a constantly connected, technology-empowered population. We’ve run the gamut of emotional states and economic impacts. As brands and consumers alike prepare for our most unusual holiday shopping season yet, it’s become clear that we’re in this for the long haul. While …

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What is Geofencing Marketing?

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Imagine you’re walking in a mall and receive a Starbucks coupon on your smartphone. You look up to see a Starbucks shop. This scenario may encourage you to visit the outlet, learn about the promo, and use the coupon . With geofencing marketing, or location-based marketing, this convenient strategy turns into a reality. How can you leverage it? Let’s start by discussing the basics. What Is Geofencing Marketing, and How Is It Used? Geofencing lets businesses advertise to consumers within a specified geographic area. With technologies like GPS and radio frequency identifiers, marketers can specify a perimeter or boundary based on a real-world location. Then, they can create a virtual barrier or “geofence” in the area. As consumers enter the geofence, they’re sent location-based ads on their devices. Consider this geotargeted Uber ad for arriving tourists: Geotargeted ads may be useful when you want to: Boost foot traffic: Brands can …

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What Data Can You Pull From Cookie Tracking?

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To a non-marketer, cookie tracking sounds like a scavenger hunt for baked goods. Sounds innocent, right? Yet cookies, for all of their sweet-sounding simplicity, have recently come under fire. With the new General Data Protection Regulation (GDPR) , cookies have taken center stage in the fight for internet privacy. This is just one of the latest legal issues facing online marketers today. Cookies are small text files that collect bits of data about users as they browse the web. Individually, cookies do not track data about who you are as a person; they simply give information about your web browser and trends. But, when bundled with other relevant cookies, they can be used to create an online “persona” that can predict behaviors and seek out trends in browsing. This tactic has been dubbed behavioral advertising , and while it offers marketers incredible insights into consumer habits, it can be problematic …

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New study shows digital engagement is key to post-pandemic ecommerce customer retention

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30-second summary: COVID-19 has accelerated consumers’ shift to online shopping around the world, making digital strategy critical to retailer success, both now and in the future Analyzing these behavior trends yields insights about elevated retention risk, the primacy of mobile, shifts in purchase motivation, and in what drives brand affinity The holiday season will see many consumers planning to spend less, and to support local small retailers, so digital marketers must adapt Best-practice marketing strategies are now mission critical: Focus on customer relevance through personalization, seamless cross-channel experiences, and empathetic messaging across the lifecycle, or consumers will move on As the summer winds down, many of us are holding our breath in anticipation of another wave of pandemic-related headlines, guidelines, and obstacles to business as usual. The only thing we seem to be able to count on is change. That’s certainly the case in the retail industry, which has experienced …

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CCPA and customer outreach: What marketing experts need to know

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30-second summary: Consumer data is vital to marketers, and CCPA will change the way that data is collected, analyzed, and stored. Go beyond a privacy policy: Your organization should have a comprehensive privacy policy already in place (and publicly accessible), but under CCPA, you must alert users of their data privacy rights at the point at which you collect their personal information. Only collect the information you really need: With American consumers already highly wary of companies collecting their personal data, your organization should do everything possible to engender trust. If you need to gather personal data from users, you should do so, but don’t ask for information for which you don’t have an immediate, clear use. Have a plan for VCRs or personal data requests: Once CCPA goes into effect at the beginning of 2020, Californians will be able to submit requests to access or delete their personal data …

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Five ways data is transforming the brand-agency relationship

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30-second summary: Data-intelligence provider Infogroup published a guide that contains five use cases that agencies can use to better serve the changing needs of brands and clients. The use cases cover a variety of topics from creating new client pitches to developing personas using intelligence, and improving campaign performance. You can download the free guide, How Consumer Data Can Deliver the Ultimate Competitive Advantage for Agencies, from ClickZ. Infogroup is an intelligence company that offers a variety of data-driven products and services for agencies, marketers, and brands. The company—soon to be renamed Data Axle —provides data solutions to enterprise-level companies, SMBs, nonprofits, agencies and more. Headquartered in Texas, Infogroup was founded over 45 years ago. During that time, they’ve built two of the industry’s most robust business and consumer databases. Some of their top-tier clients include Aetna, eBay, Allstate, and March of Dimes. Infogroup recently published a paper aimed at …

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Empathetic Marketing: The Secret Business Ingredient in the 2021 Recipe

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Posted by Nadya_Khoja The events of 2020 have shown us just how important empathetic marketing is for businesses both large and small. The world has changed and businesses need to adapt to the new needs of their customers if they want to grow. The best way to do that is through empathy. What is empathetic marketing? Empathy is the ability to see events and situations from another’s perspective — to put yourself in their shoes. For brands, empathetic marketing is about seeing the world through the user’s point of view. It helps you place the customer at the center of your marketing strategy and work outwards. But it’s important to remember that being empathetic also means being genuine — you can’t create emotional marketing campaigns for the sole purpose of manipulating customers. Empathy is believable when it creates authentic connections between brands and users. You have to build trust and …

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Steering retail into 2021 with digital at the wheel

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30-second summary: The shift to online shopping was already well underway pre-pandemic. Consumers are taking advantage of expanded service offerings to get the products. Customers see digital and in-store as two facets of the same experience. People are looking for brands to deliver instantly on the values they believe in. In the absence of historic data, BI and search insights have become critically important. Now that the holiday buying season is well underway, we’re seeing the extent to which the year of the pandemic—and its unusual consumer trends and behavior—is impacting the retail industry. While some of these trends could revert to historic levels post-pandemic, others will likely change retail into 2021 and forever. The shift to online shopping was already well underway pre-pandemic, although no one could have predicted the speed at which adoption would increase over these past months. As digital accounts for an increasing proportion of purchases, …

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What is Psychometric Profiling for Marketing?

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Here’s a question for you: How well do you know your customers? I ask because the better you understand your customers, the more effectively you can reach them. If you know what makes them tick and what influences their individual buying decisions, you can adapt your marketing strategy to increase conversions. The answer? Psychometric profiling. Let me show you why it’s such a valuable tool for increasing marketing effectiveness and how you can deploy it across your business. Psychometric Profiling: How Does It Work? Psychometric profiling is a measuring tool. It allows you to “measure” someone’s personality and use the findings to develop highly targeted, individualized marketing campaigns. Did you know that customers prefer personalized messaging? 83 percent of customers are OK sharing data with you if it means a more personalized shopping experience. The takeaway? Psychometric profiling makes it easier for you to give customers what they want. To …

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Gen Z, cancel culture, and value shifts: how brands can thrive in 2021

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30-second summary: 2020 was about survival while 2021 is about survival paired with opportunities to expand The ‘Cancel culture’ is real and a lot of brands need to focus on their digital customer experiences, trust, and being socially responsible 75 percent of younger consumers believe that businesses should take greater responsibility and do more to create a better and fairer world for everyone Gen Z is proving to be an increasingly powerful demographic that your brand needs to tap into We condense various insights and help you decode the minds of Gen Z with personal comments from them and industry leaders 2021 has brought a tangible shift in values and needs amongst Gen Z consumers giving rise to the ‘cancel culture’ that poses a threat for brands. Gen Z, the consumers aged 18 to 24 are a group succeeding the Millennials and preceding Generation Alpha. Digital experience and values are …

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