Why GDPR may be a blessing in disguise for marketers
Creativity alone used to be the key driver in shaping marketing communications, but today it must be married to valuable data on customer behaviour
These new circumstances mean businesses now have to do two things: look after their customer data, because the legal repercussions for corporate mishandling can be severe; and consistently deliver relevant content tailored to individual profiles. Customers may have chosen to receive your marketing communications, but unsubscribing is always just one click away!
In this environment, we can divide businesses into those that have ‘high data maturity’ and those with ‘low data maturity’. The distinction is not based on how much customer data their CRM systems have gathered, or how deep they ‘mine’ it, but on how effectively they turn insights into actions, using the data to refine campaign messages and create engaging personalised content.
Note that word ‘create’ in the preceding sentence. Creativity alone used to be the key driver in shaping marketing communications, but today it must be married to valuable data on customer behaviour. Data provides customer insights that are an input for creative, relevant and hyper-personalised propositions, targeted in a data-driven way to the right customer through the right touchpoints.
A business with high digital maturity also recognises that these propositions should not be confined to one channel, but created for an omni-channel world. This is where print comes in, and in particular the concept of programmatic print.