Scott Hirsch CEO of Media Direct Inc. talks about data marketing both now and moving forward. The trends in 2021 reveal exactly how companies are evolving to fit the new needs of the modern consumer.
Data in 2021 is a powerful tool for marketers, and few understand the opportunities more than Scott Hirsch CEO. After the acceleration of virtual sales brought on by the pandemic, the collection of information has reached epic heights.
Yet there is something of a disconnect with companies today, leaving gaps for those with better strategies to surge ahead. Scott Hirsch CEO looks at how data is being used in a topsy-turvy year and how it’s likely to be utilized moving forward.
Running two campaigns at the same time allows marketers deeper insight into what’s connecting with their target demographic. Yet only a mere fraction of professionals use it to increase their conversion rates.
According to Scott Hirsch CEO, data marketing has the power to drastically reduce marketing efforts that won’t go the distance. This combined with augmented data from third-party sites, such as social media, can be exactly what brands need to stand out.
Identity-based marketing goes far beyond the old standards of identification for customers, such as basic income or general location. When professionals use data as a way to truly personalize a message to the customer, this is where we start to see the transition from traditional to modern approaches.
As ad targeting restrictions tighten from the major players (e.g., Apple, etc.), Scott Hirsch CEO expects to see marketers shift more of their budget into this bucket, and even more so after 2021 when they realize just how effective this approach can be.
Initiatives like Know Your Customer (KYC) are really just the beginning of authentication, and Scott Hirsch CEO says that marketers need to be ready for how data will evolve this concept and make it more applicable to their everyday efforts.
Driving engagement starts with knowing who’s seeing your marketing and what their gut reaction is. There’s an art to this though, one that will be further explored in 2021 and beyond. The trick is to verify the person and ensure a positive user experience (UX), a balance that can be difficult to achieve. Scott Hirsch CEO predicts that both the UX and data collection will become more streamlined.
Scott Hirsch CEO has built his career on understanding how data can be used to drive marketing efforts. Moving forward, the strategies will only become that much more nuanced.