A New Year is here, and with it comes new considerations for how best to optimize. Artificial intelligence, automation, the list goes on and on…
How about a reinvestment into actionable consumer data?
It may sound obvious, but reliable consumer data is poised to have a real impact on connecting with your audience.
Let’s start with the fundamentals. What does it mean to have a consumer database?
The Fundamentals
At its core, a consumer database is meant to be a collection of information: demographics, psychographics, names, emails, phone numbers, etc.
(For example, the IDS database has hundreds of selections to connect you with the most relevant consumers!)
Access to a consumer database then allows you to hyper-focus on the customer segments that will find the most value in your product/service.
This alignment naturally carries over to other aspects of your business:
-Brand Awareness
-Lead Generation
-Customer Satisfaction
-Revenue
Over three quarters of companies (78%) use centralized data as part of their customer data strategy!
Make It Personal
Now that we know consumer databases are a valid approach, what are some of the specific areas to capitalize on in 2025?
How about personalization!
It’s been a trend for years but that doesn’t change the fact that the impact of personalized experiences is still as pronounced as ever. In fact, 81% of customers prefer companies that offer a personalized experience.
But how do you create a personal experience? Is it as simple as adding their name to an order form?
Not quite. Here’s what a different approach could look like:
Channel Flexibility: Being able to connect with a brand in the way the consumer prefers reduces friction and increases the perception that your brand “gets it”. It could be as simple as mobile-friendly video, or a product-specific landing page with customer testimonials.
Timely Communication: Consumers like to feel heard. Simple acts of acknowledgement or recognition can go quite a long way. This is enhanced even further if your communication is relevant to their demographic and psychographic profile.
Click here for a few other ideas!
Measure and Adapt
The other, lesser-known, benefit of implementing a consumer database, is the ability to course correct strategy over time.
In the past, marketers would rely on “gut feelings” and “hunches” – not anymore.
Now there’s tangible data to guide strategic marketing decisions. Going a step further, an up-to-date consumer database allows for adjustments to be made mid-campaign with greater effectiveness.
Messaging, marketing channels, targeting, and more can be made sharper with consumer data – reducing gaps in your strategy.
74% of marketers acknowledge the presence of data blind spots in their organization that negatively impact their marketing efforts!
Conclusion
Businesses will need to rethink the best way to leverage information about consumers (both existing and prospective).
Not only to improve the KPIs of your business, but to also better serve the expectations of your target audience.
And IDS is here to help you do it!
Click here to learn more about our database capabilities and how we can power your marketing this year!
-The IDS Team
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