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Author: Richard Lees
I have over twenty year’s experience of the data market spread across a multi-national career. I originally established myself within the Geographic Information Systems (GIS) arena in Africa. In the early 90’s I spent time working at Standard Bank of South Africa whereI helped build a Single Customer View. This is where I evolved my passion for all things data.
My next step saw me become co-founder of marketing consultancy Intact Solutions, spending 5 years as Managing Director growing the business to become market leader in the provision of database marketing solutions, before selling to South African's largest listed media conglomerate Primedia.
In 2001 I joined Database Group in the UK and subsequently facilitated the purchase of both Database Group and the email division, Database Group Interactive. I’ve recently overseen the rebrand of both companies to bring them under the banner of dbg to reflect the growing importance of what I like to call “Direct, digital and data: The holy trinity”.
In the run up to JUMP 2011, the challenge of gathering and using data across all channels remains a key issue for marketers.
Last year, social and mobile were the new kids on the block and now it’s fair to say they are now serious contenders for fully established marketing channels.
Although these new channels present new challenges, when it comes to data gathering and gleaning intelligence to manage a customer’s journey, they are ultimately just new channels that need to be treated in much the same way as the existing channels.
If you haven’t heard of Rebecca Black over the past few weeks you’ve
probably been hiding under a rock. The 13 year old girl from California
has become an overnight pop sensation after her music video went viral
on YouTube, Facebook and Twitter.
Once again the phenomenal power of
social media reigns supreme.
Recent statistics have proved what we all know: the mobile consumer is rising. In 2010 smartphone purchases increased by 72.1% and a week doesn’t go by when we hear of retailers launching mobile commerce sites or mobile initiatives revealed.
It seems there is consumer demand for mobile services but understanding the mobile consumer psyche is confusing.
I’m often saying marketers are bombarded by too many statistics and metrics in the digital age and have a challenge to make sense of them all. But there is a new tracking measurement on the email marketing block which I think we should all be sitting up and taking notice of.
Standard email metrics are all about delivery, opens and clicks; but the next generation of email metrics take opens a step further - measuring how long someone is reading the email to help quantify engagement.
Beatbullying’s The Big March campaigning for children’s rights took place this week and was a huge success with 850,000 pledging their support and asking Government for help to protect all children and young people from bullying, violence and harassment.
It was the World’s first virtual online protest attracting support from children, young people, parents, teachers and celebrities, as well as global brands, including Facebook, Google, MTV and AOL, to name just a few.
The campaign highlights the power of viral campaigning – a modern phenomenon which has the potential to make your message go global - reaching millions of people, delivering increased brand exposure, new data, more clients and a partridge in a pear tree!
In the run up to the JUMP Conference on 13 October, we decided to commission some research to get some insight into how modern marketers are embracing multichannel marketing.
The research reveals that whilst the majority are using at least three marketing channels (98%), many are not maximising the potential value of this multichannel approach with over half still storing the data gathered from each channel separately.
It is puzzling that these brands and a number of close competitors have waited so long to take the step, but now that they have, the opportunities are immense. However, as a data marketer, I’m not so sure Gap is currently making the most of the multichannel opportunity.