The Zana “way” is, to create a Data Driven Digital Marketing Strategy with “Creativity” Added.
The marketers message is no longer driven by creativity, but by the recently discovered spotlight on data-driven insights to drive results. Senior executives are dependent on the numbers and rely on analytics, hence marketers depend on data to let them know what works and have quit contemplating why customers lock in. This methodology is in danger of diminishing the brand’s identity, as marketers neglect to comprehend what genuinely inspires customers.
When marketers concentrate too much on optimisation, they overlook creative considerations and ideas that can have genuine and large returns. The feelings of the individual should be drawn by creative marketing, as it manoeuvres into popular and media culture, and breaks through the confusion. A similarity can be seen in, if to the detriment of an offensive digital marketing strategy, the marketer concentrates and pursues a defensive strategy. What people do, is described by clicks, time spent, and conversion rates, but these measures do not characterise why they do it.
Creativity no longer drives the message, when marketers rely on data to tell them what works. As brands move from their creative offensive digital marketing strategy, they neglect to consider consumer engagement, as the fixation with data leads to them to focus exclusively on a single or limited objective and view.
Zana ensures that creativity still has its place and negates the risks of data driven marketing. This doesn’t mean we disregard data, as we focus on the creative. To the contrary, data plays an important role in coordinating the creative. As we fuse data and creativity, we are able to maintain a harmony with insight driven ideas, by bringing together the data science and creative teams.
Your marketing ROI is understood by Zana and they will utilise the data to inform and guide your data driven digital marketing strategy.
Data Driven Analyses
Zana will not only ensure that your organisation identifies the strategies and campaigns that are most likely to be fruitful, but are also in a position to secure commitment of interest and investment by validating the likely ROI of coming campaigns, by use of our data driven digital marketing strategy and methods.
Today there is significantly more information accessible, this is the primary test with data driven marketing. Picking the most essential data to analyse and not squandering time on the irrelevant measurements will bring advantages. ROI measurement should be the nucleus of your operations. Zana will ensure that your data driven efforts put it there.
Specific, Measurable, Achievable, Realistic And Timely objectives
Your organisation needs to answer the questions, for example, to whether you need the campaign to build brand awareness, brand equity and brand identity, or increase revenue and profitability, and increase retention, we will help you answer these questions. You need to ensure you have the right time-frame for your ROI measurement, payback duration can significantly shift for different situations.
Our coordinated effort and work will distinguish what will be measured and how, ensuring that measures such as response rates, and dimensions such as the respondent’s profile, can be analysed with the suitable level of measurable certainty, by the use of defined experimental testing. In a multichannel integrated marketing environment, before ROI can be measured it is vital to set out a full assessment plan in order that we will recognise the approximate contribution of all marketing channels.
Both in the short-term and in the long haul, it is likewise critical to perceive this consideration of the life time value of a customer. It is essential to ensure that the right information is gathered on a constant, predictable, far reaching and practically identical basis, by use of custom links and landing pages. It is fundamental that re-attribution methodologies are utilised to consider possible alternate causes for events, to ensure legitimate correlation.
We use Marketing Campaign Testing to determine how campaigns will play out before commitment to a large investment, which will help your marketing department. The use of Marketing Campaign Testing will show which integrated campaigns are effective, which are not, and which can be improved. As a business marketing campaign has various accessible strategies that can be executed on it, it has become imperative that each strategy should be evaluated, analysed and tested first.
Analyse And Review Of Insights
We provide detailed insight on the campaign’s performance and the components fundamental to this outcome by data gathering and analyses, using response channel full media source analysis. At that point, we periodically collate the data into a holistic story, we then impart the analysis findings for discussion with all relevant stakeholders.
To strive for better performance, we change channels and calls-to-action, in other words, we fix what is not working. This full evaluation of your campaigns is crucial to advise the optimisation of your activity, and to proactively suggest intelligent improvements and/or redeployment of budget in the roll out, as we always endeavour to increase value for money and increase the payback from the marketing investment.
Continuous Improvement Digital Marketing Strategy
The time to start investing more money into the campaign, is when you get the formula right for your marketing mix. We embrace a continuous improvement test and learn strategy that will gradually increase present expectations of ROI effectiveness of your campaigns over time. It’s less demanding to begin positioning marketing choices, when you understand the revenue-to-cost ratio. Allowing you to answer questions such as, should I advertise in the press, or, alternatively should I pay to advertise on Facebook? What’s more, in your marketing mix, how does regular postal mail sit. Our process produces the likely impact data to answer all of these questions and decisions can be made to satisfy your ROI requirement.
Single View Digital Marketing Strategy
ROI measurement for your company may be further complicated by marketing also sharing the same goals and objectives as the company’s sales and service teams. as they increasingly sit at the revenue table as joint owners of revenue. It has ended up harder to quantify marketing ROI, because what sales defines as sales ready leads or what the services team believes determines a customer’s readiness for inducement to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sales requires alignment. This has implications for the way that marketers approach ROI. In this context, the ROI discussion requires marketers and their business partners to have a steady, single perspective into what depicts a customer, and specifically what a high value customer is characterised by.
We will help your organisation to break down silos between the departments, in order to address this issue. Aiding the creation of a single view, the agreement of shared definitions, as well as the alignment of definitions of ROI. Giving assistance with bringing data from CRM, marketing automation, and bringing the service and financial systems together in the single view. The single source of data will be trusted, and of further advantage is that it can also be utilised to make strategic decisions on what types of customers to target, what type of programmes to run, and where to focus your energies.
A truly data driven digital marketing strategy can be established, only when ROI is defined and understood.
To break down silos, organisations should also develop a cross-functional team, to include marketers, IT and Zana, to bolster coordinated effort. The skills IT brings to big data technology choices and deployment, must also be recognised by marketing. Departments must work together, in order that different areas of expertise may be leveraged, resources can be pooled and fully utilised, and to ensure that robust, scalable platforms to meet growing demand are in place and to deliver long-term value.
The view of their customers and prospects that is created must be a single, complete, actionable and flexible view. Enterprises have tended over time to invest in multiple marketing technologies that specialise in different disciplines and represent considerable authority. Prompting the formation of siloed data, an absence of visibility of prospect behaviour and a lack of a holistic understanding of customers. We will need to integrate customer data from disparate systems, to address these problems, i.e. remove the silos.
We can utilise analytics to convey significant insights and guide decision-makers, once the data is integrated and developed. It is not simply marketers that can profit by this thorough activity, divisions ranging from sales and customer service, to finance and purchasing, can all benefit from greater prospect and customer insight and knowledge. We identify high-priority customer personas, as indicated by profitability or other objectives, and then spotlight our analytics on those crux personas and optimising for 3-5 of them, to drive results.
It is neither quick nor simple to create a truly effective data driven digital marketing strategy, as it involves rolling out changes across your organisation. The utilisation of data will more than justify the effort involved, as it delivers a marked improvement in results, and legitimises the exertion required. This can only be achieved by removing silos to better integrate departments.
Zana Digital Marketing Strategy Success Factors
To take the right decisions to make a company successful online, you need an effective digital strategy to help you. Zana Digital Marketing Strategy will include an audit to check that your organisation has the capabilities in place to manage all of the digital touchpoints, to reach the individual and to deliver your message, recommending those which you need to review, and which capabilities are essential.
The Digital Strategy will be based on review of 7 essential capabilities which are strategic approach; management agreement; the performance improvement process to increase output, increase efficiency, and/or increase effectiveness; resourcing and structure; data and infrastructure; an integrated customer communications strategy for improving support by sharing information between the discrete departments; and customer experience.