Digital Marketing and the Groundhog Day Parallel

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Digital marketing is a lot like the movie Groundhog Day.
In that 1993 comedy, TV weatherman Phil Connors (Bill Murray) re-lives the same day over and over, constantly testing and refining new tactics to win the heart of his lovely producer.  Clearly, businesses don’t have the luxury of a daily “do-over” button to win the hearts of customers, but just the same -- campaign optimization helps build relationships by finding out what works by testing and refining every approach.  
According to this infographic by 1to1 Media, most marketers would spend more on digital branding campaigns if emotional connections are being made; but it’s also apparent that more money doesn’t guarantee more customer love. 

According to the figures from Experian, over three-fourths of marketers cite technology or organizational infrastructure – not budget – as barriers to their cross-channel marketing success. How can a good look in the mirror translate into a happily-ever-after with customers?
This article, also from 1to1 Media, gives practical answers to that question, as well as advice on how companies can recover from (or even avoid) ten of the most common errors in organization, strategy, and execution. Some highlights:
“Because we can” is not a plan:  Well-planned and supported initiatives drive value and trust; anything less can result in customer suspicion, or worse -- attrition. Digital marketers should scrutinize the purpose of every program from the customer’s perspective.
When it comes to content, quality trumps quantity:  Here’s a content marketing mantra for you:  Great content deepens engagement by delivering something relevant and compelling to the recipient. An assembly line of spam might keep your brand visible, but at the expense of anyone who cares.   
Omnichannel, good; disparate systems, bad:  Data centralization is the new bedrock for every mature marketing organization. Without it, interactions and insights from multiple channels cannot blend into a cohesive, evolving customer experience. Customer centricity? Life cycle management? Start by getting your data eggs into one basket.
Customer behavior is not just data to collect:   Want a great CX? Watch what consumers do. It seems simple enough, but many campaigns are not looking to customer behavior for guidance, and instead expect data to do all the work. Data is a tool. A relationship is a collection of human moments. If what you’re after is a better relationship with your customer, then pay attention to the moments that matter.
To read the full story from 1to1 Media, click here.

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