3 Ways Marketing Intelligence Will Help You Reach People More Effectively

By eleventy marketing group

These days, the name of the marketing game is personalization. There’s so much out there – so much information, so many products and services, so many great nonprofits – that traditional marketing is no longer enough. Consumers are swamped, their minds moving a mile a minute to keep up with all the flashing screens, social media updates, and messages fighting ferociously for their attention. With so much noise, the only way to truly reach people anymore is to speak to them directly.

Easier said than done, right? Well, yes and no. Yes, you are competing with a lot of different forces for the attention of a single individual. But, no, it’s not impossible. In fact, technology and data (there’s that golden term data again that everyone loves so much nowadays) are making it easier and easier to get to know people and speak to their individual needs. The key lies in marketing intelligence. When you identify the data that can make a difference and put it to work effectively, you increase your chances of creating individual connections and achieving your goals.

Here are three ways you can use marketing intelligence to reach people more effectively:

#1 Customer/Donor Profiling

Anyone who’s ever worked in marketing can tell you the most important aspect of reaching people is understanding your audience. Who are the people you are trying to reach? Why would they be interested in the product, service or opportunity you are presenting them? Before you can compel people to take action, you need to know what compels them to take action. What are the important things in their lives? What do they value? What challenges do they face?

By answering these questions with data (or marketing intelligence), you can better speak to the needs of your customers or donors. That’s where customer and donor profiles come in. A profile is essentially a picture you paint of your customer using demographic, psychographic and geographic information, as well as other factors like purchase history or buying patterns. Once you create this picture of your ideal donor or customer, you can use it to speak to them more effectively. Think about it – a 40-something mother of two would not respond to the same message a 20-something professional would. Profiles help you focus more clearly on audiences, and craft and deliver more personalized messages.

#2 Predictive Modeling/Causal Modeling

Through modeling, you can use marketing intelligence to get a better sense of how different audiences will respond to your message. Predictive modeling involves predicting the likelihood of an outcome. Causal modeling involves estimating what causes will produce particular effects. In marketing, these models can be used to determine audiences that are most likely to respond positively and what will compel them to respond positively.

By creating predictive models and causal models, you can better target people with your marketing efforts (for a better return on investment) and craft messages that will resonate better with specific audiences. Think of a department store mannequin. A mannequin is put together and displayed to appeal to particular customers. That’s essentially what marketing models do. They create a framework of an ideal customer that you can use to reach others like them. Models not only make your marketing more effective, they can create stronger customer bonds and help you get more out of your marketing dollar.

#3 Geographic Audience Mapping

As they like to say in both real estate and the restaurant business, the three things that matter most are: Location. Location. Location. Where people are located influences so many things. It also can make a huge difference in marketing. Using data, you can determine where existing customers and/or potential customers reside. Why is this important? One, because geographic location may be influencing their purchasing or donating decisions. Two, because you may be missing out on untapped potential customers or donors in other geographic locations that match your target audience.

Geographic audience mapping can be used to help you better focus your marketing efforts and reach new audiences. For example, it may introduce you to a new area to target with direct mail. Or it could tell you where might be a good location to open a new store or hold a promotional event. Marketing intelligence can help you pinpoint the right location to reach not only more people, but the right people.

Better Intelligence = More Effective Marketing

These are just a trio of ways marketing intelligence can help your organization reach more people more effectively. As more and more data is collected each and every day, every business and nonprofit should be looking for intelligent and innovative ways to use data to provide greater marketing personalization and speak to the individual. In the near future, the ability to apply marketing intelligence could be a huge differentiator between organizations leading the pack and those lagging behind.

eleventy offers a wide range of marketing intelligence solutions, including all the services listed above. Learn how eleventy can help your organization use data to reach people more effectively.