MINING FOR GOLD
The success of inbound marketing is hugely dependent on having good data and there are some great examples of how businesses are using targeted marketing to increase their ROI and cut through the noise with more relevant offerings to those who have been attracted. This provides a real competitive advantage.
“Moving to a one-to-one and inbound marketing approach presents real challenges for business,” says Micah Gabriels, head of product and marketing at Qrious, a business focused on helping organisations gain more value from information, through data, insight and action.
Gabriels believes that for most large businesses their still remains a strong case for using traditional marketing for mass brand awareness and personalised marketing to build strong affiliation and a sense of ownership in the product.
The changes catered for by data insights are providing customers with more relevant and engaging offers, with good outcomes, and Qrious is getting a lot of interest in its ability to do social media sentiment analysis and social network analysis. Its use of data to enable personalised offers for Skinny Mobile is a good example, he says.
The use of big data to understand event attendance and demographics is another big focus, with Qrious providing rich, interactive tourism insights across New Zealand for regions, events and locations of interest. It has combined anonymous mobile location data with additional datasets such as demographic and weather to provide revolutionary visual insights.
Other discussions are being held within the health sector to gain increased understanding of patients to enable more targeted services, fulfilling the desire to tackle some of New Zealand’s major challenges.