With constant streams of data being collected, making sense of it all can be challenging. There’s no doubt that inbound marketing is an innovative strategy, one that is absolutely different from everything that has been conducted over the years. However, some things never actually change and, analyzing what is being done, in order to understand what one wants to do, is a vital exercise in the early planning stages of any marketing strategy. Data visualization can help us analyze and absorb information in new ways and enable quick decision-making. We need to always be looking for new ways to present data to provide a new way to visualize analytics data in order to know we are marketing to the right audience.
Providing Mutual Value
Leveraging customer demographics, history, attitude, devices, channels, location, timing, preferences, response and countless other pieces of contextual DNA, the marketing process itself becomes an integral part of the brand-consumer value exchange. For the brand, these data points deepen the relationship with the customer and increase ROI. For the customer, they are treated more as an individual.
Exceeding Customer Expectations
The channels, tools and always-on connectivity of the modern era have led to an expectation for personally relevant engagement. It is reported that 18 per cent of today’s consumers expect information or service wherever and whenever they request it, and expects that figure to reach nearly 65 per cent by the end of 2018 . Brands that engage in contextual marketing will be catering to their customer’s desires at every touchpoint, increasing customer loyalty.
Increasing Competitive Scalability
The billions of interconnected devices that constitute the Internet of Things means the number of meaningful data points is exponentially increasing. Forward-looking brands are only now tapping into the data generated by these devices and the vast potential of contextually meaningful customer relationships. Data generated by sensors, monitors, and other integrated devices — combined with existing datasets — will enable brands to create proprietary forms of contextually-flavored customer intelligence that will set them apart from the competition