Modern marketing is equal parts art and science.
Marketing teams create beautiful graphics and compelling copy lines after they know their customer and the audience of each platform used to deliver the message. Identifying the customer and appreciating the platform audience both require analytical data. Marketers use data to determine customer preferences and behavior. Companies with strong data-driven teams can pinpoint where a customer is in their purchase journey based on the behavior and profile of the individual customer, grouped with the data of hundreds or thousands of past customers and brand interactions.
An appliance manufacturer knows that if you are searching for ‘how to repair leaky fridge’ on Google today, you may be in the market for a new refrigerator tomorrow and they can pay Google to serve you an ad at the top of your search, or even in your email inbox if you use Gmail. Your mortgage company knows that if you check the payoff estimate on your loan, you might be getting ready to move or refinance your loan. Each interaction with a brand sends the brand signals about future behavior. Marketers use those signals to send us information that may help us make a decision or move us closer to a purchase if the brand sells a product we might buy.
Once the marketing team has enough data about the customer to indicate future behavior, they can create compelling copy and assets that inspire the customer to take action. The best marketing teams create inspired campaigns with multiple assets and asset categories that tell a story. They launch products at the right frequency for their customers. They weave their brand story into their pre- and post-purchase messages. They create collateral that continues the evolution of the brand. They engage the customer at every stage of the purchase process, build trust, deliver on their brand promises, and earn loyalty over time.