Do you know your customers? Most of the established digital marketing companies would say yes. Because even they don’t know that data is not equal to knowledge. The sea of facts and figures that ‘big data’ has unfolded seems to fuel the digital marketing business now-a-days. It gives you information about how to know your customers which relies upon what your customers like, love or are crazy about; it gives you an understanding of what drives and motivates them. Understanding customers in digital marketing is one of the most debated concepts since the very beginning of this vertical.
However, a logical analysis will show you that just knowing about a person’s profile on a social platform does not read his complete life story. Any single point of data, however large, is insufficient to describe a human being. A big data is just a huge set of zeroes and ones that try to make as many references to who a person is and what he truly cares about.
Though companies analyze and utilize the data to devise strategies targeting those customer segments, they are still not finding answers to the right questions. A study showed that only 1% of the total data analyzed by top companies is used up to its full potential. Now, you may think that it is too pessimistic a data. No, it is the truth.
So how are brands supposed to know their customers on a deeper level?
It is about anticipating the needs and wants of your customers in real time so that you can arrive at a meaningful data regarding their personas. Just because a person searched for a hair oil online doesn’t mean that he wants to buy the same oil. He might just be researching about it, he might be a seller who wants to write about his brand of oils or he might be searching it for a relative.
Hence, it is important for companies to open up a little more about setting up a consumer persona. They have to understand their customers in different dimensions. For example- if you are a retailer selling a particular product, say, apparel, you will want to know stuff about your customers like-
1. Do they usually buy for themselves or a member of the family?
2. What are the types of pairings they make while purchasing?
3. What is the one product in your line that they can’t do without?
4. Do they have kids? If yes, what age?
5. Do they travel a lot with their family?
A recent survey suggested that buyers will be very happy if brands use their data to offer them a more personalized service in future. 80 percent of the customers said that they get irritated when brands ask them for personal info again and again. Only 9% of the customers believe that brands collect data to be utilized for useful purposes and to help the customers.
Customers are eager to give out information only if brands are ready to use the same and provide a better and personalized service to them in the future.