What is the primary limitation of Data-driven marketing?
A comprehensive database doesn't mean an effective marketing strategy.
During my marketing study these days, I’ve found lots of my classmates have set their career goals as Marketing Data Analysts. Undoubtedly, Data Analysts are becoming more and more critical roles in companies. They can be omniscient about what promotional offers customers will find appealing and help companies get the revenue in the short term. But does this mean that marketers can 100% rely on data to promote?
No, We Can’t!
After subscribing to Havaianas' email for a month and receiving this brand’s promotion information once every two days, the only feeling I can get from this brand is, “It sends me lots of mail!”. This thought totally contrasts with the Database Management class's incredible feeling when learning how to utilize data and email to promote to the customers precisely. So what's wrong with data-driven marketing?
Big data indeed seems the magic power of marketing in today’s digital era, providing you with identifiable customers’ buying patterns and transaction histories; However, a comprehensive database doesn’t mean an effective marketing strategy. There is still something lost! Something could build your emotional connection with the brand, make you love and be loyal to the brand, instead of just some annoying emails and ads. In this case, as marketers, we need to know how to use data to balance short-term revenue pursuit (what is data-driven marketing good at) and long-term brand building (which is its limitation).
Don’t take data as a panacea; Take it as a catalyst!
After researching and reflecting on data-driven marketing’s limitations in long-term brand building, I have created an infographic that shows 4 Key Takeaways to help your get away from this challenge and leverage your Data-driven Marketing Strategy. Please look at these thoughts and share your opinion with me!
I hope you enjoy this and see your next blog😉!
