The recent success of Pintrest, and the attention it is drawing, is evidence to the fact that the digital communication environment is far from at a point of maturity or stagnation.
Rather, new channels are springing to life all the time, offering brands new media for data collection and consumer insight as a plethora of information emerges.
But what is difficult for data processors and marketing service providers (MSPs) is staying on top of these developments and maintaining a flexibility that enables them to evolve alongside the changing landscape in which they exist.
This is increasingly the case as the role of data processing becomes perceived less as a standalone service and more regularly attributed to the role of the MSP alongside the wider consumer insight remit. So in this ever shifting environment, where should MSPs be focusing to ensure that the data insight service they provide continues to meet and exceed client expectations?
Clients are increasingly looking to implement dynamic solutions that will grow in their sophistication as consumer insight and communication channels evolve and mature. This evolving growth needs to capitalise on the expansion of mobile channels and the consumer data and insight they enable.
Ongoing multi-channel data harvesting and collection must be continuously undertaken, but as well as focusing on enhancing our understanding of the consumer through demographic data and insight, MSPs must also consider the less obvious opportunities these channels present.
For example, the psychographic and behavioural insight social media and mobile channels provide can be highly valuable to brands. While collecting and analysing this level of insight takes time and is not the standard function marketers look for from MSPs, as marketing visions and client expectations evolve, it is a level of sophistication that will further enhance the strategic value of service providers.
One increasing pressure that is being placed on MSPs and data managers is the demand for this level of insight to be compiled into accurate and effective single customer view (SCV) frameworks. While it is not an easy task that can be performed overnight, only by putting an SCV framework in place can MSPs ensure the consumer insight they provide their clients consists of the most up-to-date and comprehensive information available.
Developing an SCV system requires significant time investment and a collective organisational commitment to deepening the level to which consumers are understood.
While not an easy task, this commitment to integrating and analysing new channels and various data stores pays dividends in the form of a greater and more comprehensive view of all customers, their behaviours and receptiveness to brand contact.
Only by implementing this type of detailed insight can MSPs ensure marketing capabilities are being broadened to enable the development of highly targeted, behaviour driven predictive marketing programmes that will drive customer acquisition, retention and repeat business.
Penny Hutton is strategy and planning director at Eclipse Marketing
