By Jessica Willis
Director Global Product Marketing, Data
Kander and Ebb wrote a delightfully catchy little song in the 70’s called Coffee in a Cardboard Cup. Mandy Patinkin brings down the house with his rendition of this comical plea for the world to just take a breath and slow down. Almost 50 years later, the modern-day marketing world is humming a related tune.
You’d be hard pressed to find a successful marketing organization today taking the clichéd time to stop and smell the roses. In reality, there’s pressure to do more things, more often, with less resources. This of course, alongside the belief that you can and should do things faster than your competition can. For marketers, this is added on to the expectation of things like growing a customer base, increasing engagement and perfecting the way to personalize and improve their customer experiences across all devices at all times.
(Insert exasperated deep breath here) Easy peasy right?
As the world at large continues to be both transformed and distracted by the digital evolution all around us and all its many moving parts, it’s easy to get lost in the shuffle of the new normal. Perhaps Kander and Ebb were ahead of their time, because to quote the song directly it does often feel like “…the trouble with the world today is everything is hurry up…”
There’s no shortage of ways for customers to engage and interact with your brand, yet managing the complexity of all the moving parts while the pace increases, and the stakes only get higher, can certainly feel overwhelming. However, the way to survive it and thrive in it, isn’t rushing through the motions or chasing the next big things. It’s focus. More specifically it’s focus on the one or two things that will really move the needle.
It’s my belief that the modern marketer’s most powerful secret weapon in 2019 will be location data. The places we go reveal a tremendous amount of information about the things we are interested in. They create a map of our own unique version of the world, including our buying preferences and behavior, where we work, how we spend our time socially, what we enjoy, our personality traits, our needs, the things we are likely to buy, and more.
Companies that have already started to realize the benefit of having access to accurate location data and its specific connection to tactics like digital marketing, personalization, and audience creation are and will continue to be at a completive advantage.
The wide availability of active GPS tags, cell signals and Wi-Fi access points for mobile devices, plus the proliferation of ad exchanges, are enabling advertisers to deliver offers to consumers when and where they are ready to buy. By taking that one step further and enriching mobile data with location context, marketers can start to pursue a wide range of other location-based marketing use cases critical to success in today’s competitive marketplace.
Delivering a meaningful customer experience has become just as much about where and when your customers are interacting with your brand as it is about who you are talking to and what you are saying. With access to this type of information you can create location context to activate media, you can leverage insights from journey mapping to personalize and localize your campaigns. You can even identify other prospects who share similar brand preference or buying intentions within specific areas of interest. And, that’s only just scratching the surface of the actionable insights that location-based context can provide.
So, though the world continues to move at a faster clip with each passing moment, we have a real responsibility as marketers to our customers who appreciate and expect those pleasantries that Patinkin sang about.
Collectively, customers demand engagement at the right time, on the right device, with the right message. They also expect an integrated cross-channel experience and a new level of personalization. Outside of the marketing speak – they are human. They want to be spoken to and treated like a person. They desire information that is valuable to the life they live and the decisions they make every day.
The brands that leverage location data to get that right will be remembered and will be recognized as stand-out performers for the foreseeable future.
As Director Global Product Marketing – Data, Jessica is responsible for cultivating a brand voice for Pitney Bowes Data through engaging content and integrated storytelling across marketing channels, programs and lines of business. Previously, she was Director, Brand Strategy and Marketing Operations for Maponics, now a Pitney Bowes company. Her accomplishments in this role included leading the development and implementation of the Maponics brand by matching marketing execution to brand strategy, communicating the brand story, and supporting technological evolution and innovation.
Jessica has held senior leadership positions in marketing across software and data, automotive, insurance and finance, and health and fitness, including past positions at Wegmann Automotive, John Hancock and World Gym. While she has realized many personal and professional successes, her former 10-year-old self is most impressed with the fact that she has reached the point in her career where she is on a first name basis with a sticker vendor and a cartoonist.