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Direct Marketing Association and Winterburry Group conducted a market survey in 2016. Almost 41% of the participating companies stated that their profits increased after they switched to data driven marketing methods.
This is a new method that does not yet have a handbook. Unlike email marketing and social media marketing, there is no one particular way of doing it right. However, the shift is so radical that Google, AOL and Acxiom have been compelled to take notice of its existence. They have started working on new software that will help them collect and analyze off consumer data to generate online metrics.
The challenge is the other part of the report from the Direct Marketing Association and Winterburry Group study. Almost 50% of the participating companies actually confirmed seeing no difference in their revenue after they adopted data driven marketing methods. That is an outcome of the lack of standardization. Data driven marketing is nascent. We still have chances to research and develop methods to perfect ways that will help companies with their marketing strategies.
There is a silver lining
Data driven methods of marketing is the perfect blend of data collection and personalization for the new companies who are already on the new digital marketing bandwagon. Each company has a different purpose. Thus, everyone is looking for something unique within their collectible data. Salesforce is doing novel work in this field.
In coordination with Krux
Very recently, Salesforce Marketing Cloud added Krux to their Data Management Platform (DMP) repertoire. This was in 2016. Now, Salesforce makes use of Krux to leverage consumer behavior for tracking. They have eliminated the use of website cookies altogether. This is increasingly helpful since more people are opting out of downloading/storing cookies due to privacy concerns.
Einstein ushers in a new dimension
The best part about this new endeavor is Einstein. This is Salesforce’s new AI who will be assisting Krux and company software programs throughout their analytics and implementation phases. Clients will get an exclusive view of Einstein Journey Insights and get prioritized data for higher ROI. Einstein can consolidate billions of data points for your website and you can directly manage them through your personal dashboard.
Data driven marketing: deconstructed
Most clients can access the Salesforce services on Android. There are native apps that will give you direct access to these powerful data point management options. You can have Einstein on the go with the Flosum.com downloads. It is very necessary to track every change and monitor the effects of the same. More businesses are opting for data driven marketing methods on their iOS platforms as well. Salesforce, in coordination with Kruxm, is finally bringing a perceptible definition to the integrated outcome of data and marketing.
Sujain Thomas is a digital marketing analyst and blogger. She leads a team of talented thinkers and market leaders who are out to change the world in coordination with Flosum.com.