Scott Hirsch CEO of Media Direct Inc. talks about data marketing both now and moving forward. The trends in 2021 reveal precisely 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. After the acceleration of virtual sales brought on by the pandemic, information collection has reached epic heights.
Yet, there is something of a disconnect with companies today, leaving gaps for better strategies to surge ahead. He looks at how data is being used in a topsy-turvy year and how it’s likely to be utilized moving forward.
An Increase in A/B Testing and Conversion Rate Optimization
Running two campaigns simultaneously allows marketers more profound 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 O Hirsch data marketing has the power to reduce marketing efforts that won’t go the distance drastically. This, combined with augmented data from third-party sites, such as social media, can be precisely what brands need to stand out.
A Focus on Identity-Based Marketing
Identity-based marketing goes far beyond the old identification standards for customers, such as basic income or general location. When professionals use data to personalize a message to the customer truly, 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 expects to see marketers shift more of their budget into this bucket. Even more so after 2021, when they realize just how effective this is approach can be.
Authentication Strategies to Drive Engagement
Initiatives like Know Your Customer (KYC) are just the beginning of authentication. 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. However, there’s an art to this, 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. However, Scott Hirsch CEO predicts that both the UX and data collection will become more streamlined.
Scott has built his career on understanding how data can drive marketing efforts. Moving forward, the strategies will only become that much more nuanced.