Data – a very small word for the very large information that practically makes the world go ‘round. And, typically, such a valuable commodity is accompanied by a very hefty price tag. While that used to be the case, finding marketing data today is easy, accessible and often times free. There are abundant online resources available to help you determine what your next marketing move should be, who you should be targeting and how you are going to get their attention. Here are just a few examples of an endless supply of data that are good to keep in mind for 2012 planning.
• Do you ever struggle with trying to determine what frequency of communication is the right frequency to communicate to your database, but not become a nuisance? We definitely do! So we liked this chart that shows how often consumers wanted retailers to email them once they had opted in to their email communications. Based on this research, the sweet spot is once a week.
• Building social communities has become the new marketing rage, but we know that to remain effective in the social universe, we can’t just be about building – we have to be about sustaining. Once we grab their attention, what will keep their interest?
• With so many social media platforms and limited human resources, it can be overwhelming to know where to start building your business’ social presence. The chart below makes this dilemma a no brainer.
• There’s only so much I can say about my products and services and only so many ways to say it. How in the world am I supposed to engage with my social communities on a daily basis? Easy! Our conversations can’t just be about us – they have to be about what our communities are interested. And while food is a favorite topic for 46% of online consumers, this graph shows there are a LOT of other areas where we can make ourselves relevant and engaging. Sometimes we have to meet our customers where they are instead of focusing on trying to get them to move towards us.
So there you have it. The plethora of data and graphics available online today makes research a cinch compared to the methodology and budgets we had to employ 10 years ago. There is really no excuse for not infusing your marketing tactics with tidbits of new knowledge on a regular and consistent basis. Search out a blog or web site that has good insight and sign up for automatic communications so that you don’t even have to remember to go look for the latest and greatest in trends. The new trend is to let the information come to you!
Posted by The Analyst (Marci Allen)
