Back in the day, it was product that was king. And marketing was about a product’s benefits, features, and design…its unique selling proposition. There was even a well-known aphorism that said, “If you build a better mousetrap, the world will beat a path to your door.” And for the most part, it did.
But it was only a matter of time before marketers came to realize that building a better mousetrap was no longer a guarantee of success. That they could build a better mousetrap—only to watch someone else build one faster, cheaper, and with more features, and deliver it overnight, with free shipping, and a money-back guarantee.
They discovered that today—in times marked by fierce competition, an abundance of lookalike products, multiple marketing channels, and fickle customer loyalties—it was no longer the product, but the consumer who was king. And smart marketers understand that their success is ultimately a function of their ability to truly know the consumer…and that their primary objective must be to understand—even anticipate—and fulfill the wants and needs and desires of both their current customers and their prospective customers.
Unfortunately, that’s easier said than done. Especially now, when the sheer volume of noise in the marketplace is reaching a crescendo. Industry estimates are that the average consumer is bombarded by more than 5,000 marketing, advertising and promotional messages each and every day. (Yankelovich, 2013). Television, radio, magazine and newspaper ads, billboards, direct mail, e-mail, digital display advertising, texting, friending, social networking, addressable TV, product placement…
It’s all too much.
And so consumers have become adept at tuning out everyone and everything, with the exception of their family and friends (their personal and social network) and a “chosen few” companies they admire. Brands they trust. Organizations with whom they will establish a positive, rewarding and personal relationship.
Which is why, at ALC, we say that in the modern world of marketing, “Data must drive strategy.”
Because, when we talk about the consumer, it is the language of data we use.
And it’s data that will fuel your organization’s ability to break through the noise in the marketplace and establish high-value relationships with your constituents.
For the last 35 years, ALC has played a leadership role in the field of data marketing by enabling our clients to deploy data to:
- Identify their best customers and prospects
- Speak to them in a language they understand
- About the things they care about
- Via the communications channels they prefer
- At the moment they are ready to take action
In other words, to Make It Personal.
In the modern world, Data drives marketing. But how did this come to be? And is there such a thing as too much data? Check out the ALC infographic on the evolution of data. See where we’ve come, where we are going, and how you can use data to break through the noise in the marketplace by making your communications personal.