We are all well aware that we are in the midst of a data revolution.
Now, more than ever, marketers have the access to immense amounts of information about customers.
How they behave, their thoughts on particular issues — it all can become quite overwhelming.
But let’s take a moment to look at this data paradox for what it is: an opportunity.
An opportunity for marketers to realign their efforts with consumer behavior and create an unparalleled customer experience.
Using the data that is now available to you in your marketing approach can generate an army of supporters that are loyal to your brand.
Marketers have been using customer personas as a tool to relate to their targeted audience for quite some time.
These fictitious and often generalized theoretical people can help everyone in the marketing process visualize the audience they want their message to reach.
However, with this surge of data, customer personas have now become deeper and more complex than ever.
Besides age, gender, employment status, and income level, you can now know the who and/or what that has influenced your prospective customers.
Now, there are volumes of analytical data at your access that can determine lifestyle, interests, and even behavioral patterns.
As a result, what was once already a powerful tool can be even more useful now and in the future.
Ultimately, the customer personas no longer have to be generalized — which is very good news for every marketer out there.
While looking through the lens of this new data, you also have the ability to reevaluate the customers that would be considered of “highest value.”
Doing so can give you a true idea of how satisfied your customers are with your products and services.
Though you have always been able to easily look up information like lifetime value, average purchase size, or acquisitions costs, you can now get an even greater look at what you need to do for your customers for them to stay loyal.
More importantly, you can make sure that the audience you’re targeting are the ones actually spending the money on what you have to offer.
So don’t think of all this data as a burden.
We live in a time where we can make more effective and strategic decision based on the valuable and actionable insight we collect from data.
The greatest benefit of it all is that it allows you to create that powerful, organic, and deeply rooted customer experience that wasn’t possible only a few years ago.