Visual and word artists are indispensable for marketing. However, a modern marketing communication department has to be able to do more than sending attractive newsletters, creating eye-catching designs or organising memorable events. An equally important part of the job is driven by data analysis. Clients and prospects leave a digital trace that, when interpreted correctly, may stimulate sales.
Know your customer
Marketing communication is a powerless tool if it doesn’t include digital analysis. It also makes the job a lot more pleasant than it may seem. Like the owner of a local shop knows the personal preferences of many of his customers, each marketeer can acquire similar insights, mainly by using marketing automation tools.
However, we do not expect the marketeer to lock himself up in his digital laboratory and to gather all his information from visitors’ statistics, click behaviour and Excel pivot tables. He must also be active in the field, establish contacts with prospects and go to all major trade fairs. The ideal marketeer is a combination of both. We are calling him the “extraverted nerd”.
One-to-one is standard
We have prepared our marketing staff for their future through intensive internal communication: one-to-one is our standard, creativity and analysis go hand in hand. In addition, we obtain a relatively high turnover from each deal, which proves that one-to-one marketing is certainly not a useless investment. It has taken us more than one year to set up marketing divisions capable of linking creative concepts and dry data analysis all over Europe. In the past, we were mainly lacking knowledge of digital marketing, but we have in the mean time been able to make up for that lack.
Our teams consist of digital marketeers responsible for content and its highly varied distribution (the “Digital” team members), analysts who gain insights from our marketing software (the “Insight” people) and campaign experts whose task it is to stimulate demand (the “Demand” people). Together they are managing a detailed marketing funnel, the results of which are increasingly easy to predict and which accounts for an ever growing part of our turnover.
This blog post is a contribution by Philippe Gosseye, marketing director Western Europe at EMC.