No one uses rotary phones to make calls anymore, the age of mimeograph paper is long gone, and soon the idea of using “gut instincts” to drive marketing campaigns will feel just as archaic. We have officially entered the age of data-driven marketing—and marketers who rely on their guts alone may find themselves increasingly ineffective in an industry capitalizing on artificial intelligence and data insights to reach customers.
Capturing and maintaining consumers’ interests in an ever-crowded digital marketplace has become exponentially more difficult for many marketers. According to our recent research, conducted in partnership with Content Marketing Institute (CMI), 71 percent of B2B marketers surveyed feel challenged when trying to determine which audiences to prioritize, and 61 percent say they struggle to identify what is most important to their target audience.
The good news: Data is the key to understanding customers’ needs, preferences, and behavior. This information, when paired with accurate analysis, enables you to build a content strategy powered by quantitative insights, rather than experience-driven hunches.
Here are our top five reasons data-driven marketing – particularly when driven by AI – beats using gut instincts to reach customers.
1. Consumers are pickier about their messaging.
Recent research suggests customers crave informational content over sales-oriented messaging. And customers who hear a message they didn’t ask for are much more likely to switch brands. Building messages based on data means content can be tailored more carefully and more accurately, which makes customers feel like human beings who are being seen and heard… not just a number to be counted toward a sales goal.
2. Younger generations expect increased personalization.
From Gen Y to Gen Z, the expectation is that personalization is non-negotiable. These generations are tech-savvy, values-oriented, and poised to become huge influencers in the marketplace. They want messaging that is tailored, highly personalized, and uniquely suited to them. How can marketers hope to get that specific for that many people? Data helps you capture the information necessary to craft accurate messages, and an AI-powered solution can ensure you target the right audiences (at the right time).
3. Content strategy relies on highly accurate insights.
Why? Because you can’t make solid decisions in the absence of solid data. Just as consumers are bombarded by digital messaging each day, so too are marketers bombarded by potential data that can be gathered across a myriad of variables. The key to boosting consumer satisfaction and loyalty lies in knowing what data to prioritize and how to analyze it accurately. This is where AI becomes especially useful.
4. The traditional sales funnel no longer exists.
Data helps to make the customer journey clearer. This is critical as buyers move away from the linear path of the traditional sales funnel to an entirely new model. Using data allows marketers greater insight into customers’ decision-making along each step of the buyer journey, so they can tailor content to each stage.
5. ROI isn’t based on “feelings.”
Setting marketing budgets and milestones by instinct might be quick, but it’s not likely to be useful. Statistical data that has been gathered strategically and analyzed properly can provide concrete and measurable metrics by which products, campaigns, and conversions can be quantified. This leads to better decision-making, smarter spending, and the ability to attribute individual or departmental efforts directly to targeted outcomes.
Consumer behavior isn’t just shifting… it has shifted. If you’re curious to see how a data-driven (and AI-powered) tool might augment your marketing efforts, start researching your options to determine which solution is right for you. And if you haven’t taken a look at Vennli’s platform yet, you can take advantage of our limited time free trial to see how our content intelligence solution can help you reach and retain more customers.