Of course, you remember getting in trouble as a teenager.
You stayed out too late, lied about a girlfriend/boyfriend, snuck out of the house, forged your parent’s signature…you get the point. Whatever you did, and however many times you made it difficult for Mom and Dad, there came a time when you figured out how to help your situation. Through years of white lies, blunders, and risk-taking, you naturally compiled data on what you could get away with and how your parents would respond.
So, by the time you were a teenager, you knew how to disarm your parents’ punishment. You figured out how to distract your mom and navigated your father’s sweet spot. You relied on prior knowledge to deliver the right message to the right people at the right time.
Research on Integrated Marketing
Now, enter the marketing world. Recently, Bain & Company partnered with Google to conduct research on what sets marketing leaders (the top 20% in a composite score of revenue and market share growth) aside from “laggards.” The results very much have to do with what I mentioned above: delivering your brand’s message to the correct audience at the perfect time. Who knew digital marketing is built off intrinsic life skills?
For brands, businesses, and marketing professionals, listen up. Although the major theme is easily understandable, the details are more developed. Now, what sets marketing leaders apart? And how do you learn to deliver your message successfully?
In ThinkwithGoogle’s summary of this study on data-driven marketing, they begin by listing a few general actions business leaders are proven to carry out:
- Refresh critical marketing metrics and dashboard more frequently
- Prioritize integrated technology platforms for timely customer connections
- Have an improved understanding and reach of their customer base
According to the study, integrated data combined with a platform with built-in machine learning will aid a marketing team in uncovering user insights. From there, marketers understand the exact right time to place compelling and relevant ads. Below is a list of three more traits marketing leaders have in common.
Leaders think Digital
The study looks at Adidas (US). Adidas thinks digital-first to be wholly consumer-centric. “In order to do that, you’ve got to be data-driven,” said Chris Murphy, head of Adidas’ digital experience. They utilize audience insights to sequence the brand, as well as, e-commerce messages for ultimate effect. Adidas’ teams work on a shared platform where they can discuss any campaign together. From there, they test and adjust results in a unified manner. Everyone is on the same page. For the customer’s sake, they want to become as connected and personal as possible.
Leaders Increase Visibility and Control
Marketing leaders constantly check in on ad-results and therefore, maintain control over their investments and channels. They have also been found to bring their marketing and ad-technology in-house.
A global cosmetics company, Rituals Cosmetics, operates in 27 countries and found grave success in bringing its ad-tech and analytics in-house. Only then did they see that their data revealed how what they were doing between countries affected email and paid search.
Leaders Share Insights
To transform your entire company to take on a data-driven mindset, you must:
- Make insights accessible to all on a unified platform
- Connect your systems, gain control, and share your insights
As always, the path to growth is changing. These are the new traits of success. Proven. And through all the statistics and strategy, it comes down to what we talked about before: that intrinsic idea of perfect delivery. The goal is to sell to an audience. And if you want to sell anything to anyone, it helps to understand them, whether “they” are 3,000 wealthy Bostonians or your parents.
When, where, and how are the classic base questions to ask, and in digital marketing, they are still your best bet. If we are trying to compete with the big dogs, the findings above should act as the current standard. Still, never forget your instincts.
Do you want to connect with your audience more than ever before? Through further data-driven strategy, check out our article on Google’s Focused Audience Messaging.