{"id":16830,"date":"2019-02-07T09:35:01","date_gmt":"2019-02-07T16:35:01","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=16830"},"modified":"2023-01-30T03:49:08","modified_gmt":"2023-01-30T10:49:08","slug":"must-see-ltv-investing-identity-based-marketing-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/marketing-sales\/must-see-ltv-investing-identity-based-marketing-brand-loyalty\/","title":{"rendered":"Must-see LTV: Investing in identity-based marketing for brand loyalty"},"content":{"rendered":"

Customer attention is waning. Marketing departments are moving away from the older methods of spray and pray that achieved minimal ROI. Gone are the days of delivering messages through wide channels to be consumed by an audience of passive participants. <\/span><\/p>\n

There are now new, niche ways to connect with prospects and customers with relevant messages. But brands are still struggling on how to capitalize on highly-targeted marketing campaigns because they can\u2019t recognize who their audience is on each platform. Now, marketers are pivoting to identity management instead of targeted media to create long-lasting customer engagement.<\/span><\/p>\n

But in order to be effective, the use of consumer insights, identity management, and data can make the difference between customers engaging or dismissing communication from brands.<\/span><\/p>\n

The State of Customer Data<\/h2>\n

Marketers need to collect data with the intent of creating audiences\u2014 captive individuals with similar attributes who are the ideal targets for your marketing messages. But with customer data elements siloed within your organization and the inability to recognize the same customers across channels, campaigns will be limited in scope. Personalization at scale \u2014 and throughout the entire buyer\u2019s journey \u2014 is hard to achieve with siloed data and even harder to maintain if data is left to decay in your database.<\/span><\/p>\n

For most companies, keeping data up-to-date and accurate is still a manual process which can result in poorly performing campaigns and irrelevant offers to their audiences. To get the ROI you need from strategic marketing campaigns, clean data is crucial. An organization can generate up to <\/span>70% more revenue<\/span><\/a> based solely on having\u2014 and keeping\u2014 clean data. \u00a0Many marketers rely on internal data sources which can have issues of accuracy, timeliness, and lack of completeness. Some marketers only use third-party data with limited dimensions.<\/span><\/p>\n

Is your customer data complete enough to drive personalization across channels? Here\u2019s a look at the current data struggles that marketers are facing:<\/span><\/p>\n