Five “Best in Class” Marketing Elements | PMI

Want to be the best? Compete with the best. That’s a powerful motto, in sports and in business.

Basically, it means that in order to be the best, you need to do what the best are doing. There’s a reason they’re successful; if you want to get on their level and be number one in your industry, you need to jump on the train as well. 

Here are five marketing strategies used by top marketers that you should be using as well. Let’s take a look! 

Top strategy #1: Break down the silos.

You can’t use your data if you can’t find it or it is scattered across your systems in silos. Top marketers centralize their data into a single marketing database, so they have everything all in one place. 

This includes data from events, CRM, website activity, email marketing, online and offline commerce, and digital marketing. It contains data from channel preference centers, too, if they have them. Once it’s all in one place, it’s easier to analyze, update, and use.

This could be especially useful in situations of tracking consumer patterns, such as data from surveys. You can have all the data you need in one place and compare it to the other numbers you already have. 

Top strategy #2: Clean it up. 

Data is not useful if it’s out of date or just plain wrong. Regular data hygiene (including using CASS or NCOA) is the practice of top marketers. It should be for you, too.

“Normalizing” is the next step. Normalization ensures that each record has the same information and that all fields are handled the same way. If you implement this, you’re far less likely to mess up your data or create a situation in which the data isn’t reliable.

For example, some customers may be listed as last name, first name, middle initial (“Jones, Sally E”). Others might be a salutation, followed by first and last name only (“Mrs. Barbara Smith”). Normalization makes all of these fields consistent. If fields are missing, you can fill them in.

Top strategy #3: Improve your data. 

Once data is centralized, cleansed, and updated, top marketers can see what information they have and where enhancement might be beneficial. Add additional demographics, behavioral data (when they shop, which channels they use, shopping behavior while on your website), and third-party data, such as interests. 

The more you know, the more relevant you can make your communications and offers. A perfect example is using this data for planning out your social media interactions. By identifying what people like and don’t like, you can craft a better social media presence and gain followers. 

Top strategy #4: Personalize as much as possible. 

Top marketers use their data to improve their targeting and personalization continually. Whether they’re using segmentation or full personalization, they seek to understand customers both individually and as larger customer groups.

Using design templates can help flow targeted information into layouts quickly. You can then use these layouts for different parts of your strategy such as direct mail marketing or flyers at local coffee shops. 

Top strategy #5: Test and track. 

If we’re being honest the worst thing you can do is use data to better something and then not even look to see if it worked. 

Top marketers track the results of their efforts, do A/B testing, and use the information they learn to refine their campaigns and improve their results over time. When you know what works, you can do more of it. 

PMI: Your Creative Marketing Services Gurus

Looking to integrate the strategies of top marketers into your next campaign? Give us a call! The experienced professionals at PMI are ready to help you determine what you need to be doing to get on the same level — or above — as your competitors. When you work with us, you get the best and your success is what reflects that.

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