What Does Marketing Data Have to do with Review and Approval?

We live in a world where astute marketers have an increasing amount of data about customer demographics and behaviour. As a 2012 survey by the Content Marketing Institute indicated, you are probably one of the 88% of marketers taking advantage of all the available data out there by segmenting clients according to individual persona and other key decision making factors.  And maybe that’s because you believe, like 91% of senior corporate marketers, that “successful brands use customer data to drive marketing decisions.” 

Ten years ago you profiled customers based on a few demographic attributes like gender, race, age, income and a couple of others. With the growing well of marketing and customer data we are entering into (or perhaps already have) the 1:1 marketing world that Don Peppers and Martha Rogers described years ago.

 Now what?

Data has created more opportunities for marketers to reach customers with timely and relevant messages, offers and calls to action.

Marketing teams now have the opportunity to better segment and target customers. That means generating more assets (with targeted copy, offers and images) and reaching out through a growing number of devices and channels in order to create a personalized consumer experience for your target audience.

So what’s the problem?

With more assets, marketing teams are finding it increasingly difficult to route, review and approve those assets in order to get projects out the door on time to actually be able to take advantage of the opportunities created by all that marketing data.

How do you fix it?

The opportunities created by more data are only realized if you have the systems and processes to act on it.

Having the right creative review system in place can help your marketing team take advantage of real-time, real world information so your marketing campaigns can reach customers with timely and relevant messages, offers and calls to action.

What’s your story?

We’d love to hear how more data is affecting your agency’s review and approval process. Talk to us, leave a comment or chat with one of our Product Specialists today.

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