"Targeted marketing" is often anything but and, worse still, reveals the way we view and think about our customers, as dehumanised objects within a segmentation bucket waiting to be hit with a marketing message.
I know it’s just semantics, but terminology is a real giveaway to underlying perspectives and intentions.
One that really grates with me is “targeting customers”. We are in a pull not push world, where customers are empowered, connected, and knowledgable, yet old-world marketers continue to target.
As marketers, we are becoming increasingly data-focused. It is likely that the next generation of CMOs will not just be creatives, but also data scientists standing in the control room of their organisation, with dashboards of live data flowing in from sales, marketing, and customer service activity.
This goes beyond transaction and conversion data, to include details of interactions with brand-authored content, as well as user-generated content and sharing of content on social networks.
So how can content analytics allow you to build detailed customer profiles, analyse customer feedback for trends, and personalise content and product propositions?