Ten years ago the marketing manager was talking about the market and everyone knew what he was talking about. But the concept has undergone a fabulous transformation under the protection of Data Mining, CRM and Big Data, managing to accurately identify consumer segments, in order to plan actions one by one with superior results. At the birth of direct marketing in the United States, catalog sales was a revolution, because it provided information about the tastes and needs of each customer. Today, Big Data analyzes behavior and provides that information in real time, for volumes of information that we could never have imagined. It allows us to draw the customer journey map, in which we can appreciate the expectations and needs of the customer and their interaction with the brand until a purchase is made. Always with the focus on designing the resolution to a problem or need. Nobody sells a product or a service, if they did not do the exercise of thinking about the solution and the answer to an expectation for each client, making them live a great shopping experience.
But there is a problem and it has a name: dirty data. It is the act of deception of consumers who falsify their personal data, and occasionally also their preferences, in order to protect themselves from unwanted Colombia phone numbers list marketing actions, mailings, messages, calls and unsolicited offers. And also “shield” against the possibility of phishing and other fraudulent operations. The question is, can consumers harm them in this way? No they can `t.
They cannot because the business and the Data Scientists are powered by multiple platforms, networks and sources. You can fake your age on Facebook, but you can’t fake it on your birth certificate, passport, and bank account. You can say you don’t have children, but if your credit card purchases consistently include toys, baby milk, diapers, children’s clothing, and outings to children’s plays, the conclusions are obvious. So Dirty Data will be a momentary stumbling block that technology will finally solve. Data exists because everything we do digitally generates a traceable footprint, and organizations already have a protocol for storing and using that data. Those that do not have it, will be left out.
The biggest challenge for branding will be not to be invasive
Have you ever been to a luxury hotel? What sets them apart from the rest is their level of service. It seems that they are always knowing what you are thinking, to offer it to you at the right moment. And when you think you are alone and there is no one to assist you, someone appears out of nowhere to ask you how they can help you. The same is expected by brand customers, raising the bar for quality and good service. So the goal will be to clearly communicate what your customers need your data for and how they can benefit. The differentiator is being trustworthy.
The only way to be reliable is to apply transparency in the management of the information that users provide and invest in computer security. Why are companies like Facebook, Twitter, Linkedin, Google, WhatsApp so valuable? Because we are all there, leaving a mark.
I recently came across several street murals like the one in this image. I showed it to several people and they all responded with a negative comment. “I know what you do” as a bad thing, someone watching you for something you want to hide. I wonder how we got to that point. I believe that agencies and advertisers must re-mean the use of personal data and transform it into direct benefits for the consumer.
Why doesn’t the user want to give their data? Because you become reachable by the marketing machinery. Malpractice companies have a harassment strategy that erodes consumer confidence. Then we all pay a high price.