“Data-driven marketing” isn’t a buzzword. It isn’t a gimmick. And it’s not a passing fad. Data-driven approaches are what enable true individualization — the kind of marketing that builds outside-in customer relationships and meaningful customer experiences.
To me, it’s simple: Individualized marketing is the future. In our Teradata 2015 Global Data-Driven Marketing Survey, 90 percent of the marketers we polled said that making their marketing individualized is a priority. What’s more, the number of companies where data driven marketing is either embedded or strategic has more than doubled since we first started studying trends surrounding data-driven marketing adoption about 18 months ago. In 2013, 36 percent of marketers said they were using data systematically; now, 78 percent say they do.
Put all of that together, and it should come as no surprise that we’ve designed our entire upcoming conference around individualized marketing and what we call “Marketing to the Segment of One.”
As I mentioned in a previous post, Ashton Kutcher, who has an extensive background in technology innovation including investments in Airbnb, Spotify, Uber, Flipboard, SoundCloud, Foursquare, Shazam and Houzz, will be the keynote speaker at “Marketing to the Segment of One” (or “ONE,” for short). In addition, I’m thrilled to announce that ONE attendees will also hear from:
- Brian Solis – Solis is a digital analyst, anthropologist and futurist who’s globally recognized as one of the most prominent thought leaders in digital transformation. His most recent book, What’s the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth.
- Jay Baer – As a best-selling author, global keynote speaker and digital media entrepreneur, Baer has advised more than 700 brands, including Nike, Allstate, Wal-Mart and 31 of the Fortune 500.
- Adam and Scooter Braun – Adam is a best-selling author and founder of Pencils of Promise, a for-purpose organization that believes every child should have access to quality education. Scooter is one of Time magazine’s “100 Most Influential People in the World,” and a leader manager in the entertainment industry. Together, these successful brothers are going to tell us how they’re approaching cause/entertainment marketing in an entirely new way.
- Shannon Miller – The most decorated American gymnast of all time and also a cancer survivor, Miller empowers women to make their health a priority – each in her own individualized way.
- Steve Irvine – Irvine will share his observations on digital marketing from his unique vantage point as Global Director of Facebook’s Preferred Marketing Developer Program.
These speakers will underscore what we’ve been championing for some time — that marketers need to adopt an individualized marketing mindset and start shifting from “you” through “me” to “we” marketing. Let me explain…
Individualized marketing enables the transition from “you”— I will target you — to “me”— what I need to sell — to “we”— what is important to you and what is important to me.
Or put another way, traditional marketing campaigns were about “you”— what you wanted and needed. More recently, marketing has been about “me”— what products I want to push. Now, marketers needs to transition to “we.” “We marketing” is about implementing a data-driven, integrated marketing strategy so you can improve your engagement with customers, as they, in turn, agree to improve their engagement with you.
With ONE, Teradata is driving “we marketing” into the marketplace experience. Did you notice that we’re not talking about the “customer journey” anymore? “Journey” has become a buzzword with little meaning. Just because a customer walks into a hardware store to buy a bag of nails doesn’t mean he’s adding an extension to his house. A singular experience is just that — singular — and we have to treat it as such. But with the right amount of data, marketers can develop a new level of insight, a new way to understand each customer’s needs, even as those needs are constantly evolving.
Marketing to the Power of One is what consumers want. It’s what marketers want. It’s what businesses need to maintain their competitive edge. And, it’s the future.
To learn more, visit the ONE: Teradata Marketing Festival website, where you can register for the event, May 12-13 at the MGM Grand Hotel in Las Vegas, Nevada.
The post Expanded Speaker List For ONE: Teradata Marketing Festival In May appeared first on Teradata Applications.
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