The Value of Data in Digital Marketing

10/02/20 • 51 min

The backbone of digital marketing is data. But how marketers use that data is what separates those who have success versus those who struggle. Richard Jones is the CMO of Cheetah Digital, and on this episode of Marketing Trends, Richard discusses why data is the fuel that keeps pushing the needle forward. Plus he touches on the importance of digital marketing and how brands can build meaningful relationships with their customers.

Main Takeaways

Respect My Privacy!: Companies need to be aware that the relationship between brand and consumer is a fragile one. Understand that consumers will give you information when they feel there is a return for it and when they know that what they provide will be protected. If that trust is broken, the relationship with the brand is strained.
Staying Loyal: Rewards and loyalty programs have always been built on data. Loyalty programs need to be used to establish a direct relationship between a brand and the consumer to form a better understanding of its customer.
Data, Data and More Data: Grow your databases and invest in those databases. When you invest in growing your databases, you commit to expanding consumer relationships and building better customer journeys.

---

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Main Takeaways

Respect My Privacy!: Companies need to be aware that the relationship between brand and consumer is a fragile one. Understand that consumers will give you information when they feel there is a return for it and when they know that what they provide will be protected. If that trust is broken, the relationship with the brand is strained.
Staying Loyal: Rewards and loyalty programs have always been built on data. Loyalty programs need to be used to establish a direct relationship between a brand and the consumer to form a better understanding of its customer.
Data, Data and More Data: Grow your databases and invest in those databases. When you invest in growing your databases, you commit to expanding consumer relationships and building better customer journeys.

---

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Previous Episode

The Story Is What Sells

While it may seem like we are further apart than we’ve ever been before, we have actually never been more connected than we are today. That’s a lesson that Heather Craft and her team at Hotwire Global have learned first-hand. With offices around the world, Craft and her team have had to rely on internal communication strategies to keep their clients satisfied. How have they done that? On this episode of Marketing Trends, Heather breaks down exactly how her team stays connected, and why those strategies are important. Plus, she explains why the relationship between employee and brand has never been more important.

Main Takeaways

Inter-Communication Rises in Need: In order to be the best in this department, you need to have a fundamental understanding of the information that the client needs, but you also need to grasp that you won’t have all those answers. Understand your strengths, then rely on your internal team to fill-in the gaps where you don’t have the answers.
Let Me Tell You a Story: The ability to tell a compelling and engaging story has always been at the intersection of where PR and marketing meet. As the two become more interwoven, you need to make sure the stories you are telling are consistent across all channels, not just one.
Employee Meet Brand, Brand Meet Employee: The relationship between the employee and the brand they work for is more important than ever. Oftentimes, this relationship has been at the lower part of the pecking order, but as employees seek to work for companies they can align their values with and respect, the significance of this relationship has grown in need.

---

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Next Episode

But First, Coffee

But first, Coffee. Maybe you’ve seen the phrase hanging above a picture in a coffee shop or cafe, or maybe you first saw the phrase on Instagram. Regardless of where you noticed it, those three words resonate with coffee drinkers around the globe — but it’s also the mantra that drives Josh Zad. Josh is the founder and CEO of Alfred Coffee, a coffee shop less focused on the actual coffee and more on the customer experience. Josh joined Marketing Trends to discuss everything from building and marketing the Alfred brand, to his new adventure with Calidad beer. Plus he talks about how to approach advertising investment and connecting with customers.

Main Takeaways

Make it Pop!: Your brand is your image and it’s how your consumer connects with the product. Work hard to create something iconic and something that stands out on the shelf so that when the consumer sees the product, it’ll instantly resonate with them.
Invest Like the Best: Invest in advertising that fits your distribution needs and find channels that make sense for your brand. When it came to marketing Calidad beer, digital and social advertising didn’t make sense for the industry because there was no way to push consumers to an eCommerce store. Instead, the Calidad team bought physical billboards near locations where people could purchase the products.
Change Isn’t Always Good: When Josh was building Alfred coffee, he was constantly tinkering with the brand’s image, its colors, font, and website. When you change your imagery for the sake of change, you make it hard for your consumer to keep up. Find something that is powerful and resonates with your consumer and build off that.

---

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.