We believe that understanding the customer experience is a major component of driving sales with mobile marketing—or digital marketing in general, for that matter—but it’s important to inform marketing strategy through hard facts about customer preference, not simply hunches or gut feelings.
Marketers are increasingly concerned with being “customer obsessed,” which is exciting as both a marketer and a consumer—marketers want to deliver more relevant promotional material and consumers don’t want to receive generic, unhelpful marketing messages. However, a recent study found that 92% of organizations suspect that their customer or prospect data might be inaccurate, with respondents on average worrying as much as 25% of information is inaccurate.
The difference between talking the “customer obsessed” talk and truly walking the walk is trustworthy information and insight.
Data is at the heart of every Leapfrog Online marketing effort, because we know holding marketing accountable to sales means building strategy based on the facts. If you can’t trust the accuracy of your facts—i.e. customer data, be it email addresses, purchase patterns, web interactions, or other insights into customer preference—then there’s no way to know that you’re actually targeting or segmenting correctly. And without optimized segmentation and targeting capabilities, you’re left with inefficient marketing messages that may never even reach the intended customer or prospect.
What are you doing to ensure you’re working from an accurate foundation of data?