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Psychographics in marketing

Psychographics in marketing: How to gain valuable audience insights

Analytics, Marketing, Psychographics | No Comments

For the uninitiated, psychographics is the study of the personality, values, opinions, attitudes, interests, and lifestyles of a designated group. Commonly referred to as ‘IAO variables’ (for Interests, Activities and Opinions), they sit at the subjective end of the consumer attribute spectrum. At the objective end sits demographics. Demographics can give us important data like the age of a target group, what profession they’re in, and where they’re based. Meanwhile, psychographics in marketing make up the shades of grey between the black and white of your demographics. 

Understanding the psychographics of your target audience is vital to the marketing process, but too often these insights are undervalued or overlooked. That’s because it’s easier to see your consumer as a collection of incontrovertible stats, rather than the complicated mass of neuroses, emotional responses and contradictory belief systems we know we are. Psychographics in marketing helps you understand how to direct and shape your content. It includes how to market using custom-targeted channels, a vital aspect of the modern marketers .

So how can you discover the psychographics for your audience, and, just as importantly, how do you incorporate these into your own campaigns? So check out the top five tips on tapping into those all important personal interests, and discover how they can guide your digital strategy.

Talk to your current clients

It sounds too simple to work, but talking to your clients can give you insights unattainable through any other means. In practice, every interaction with a client should be seen as an opportunity to learn more about your audience as a whole. Make their interests your interests. Try to empathise with their approach to life as much as their approach to business.

In doing so, you can simultaneously gain audience insights while solidifying your business relationships by showing you really care about aspects outside of their professional lives. Talking to clients can lead to all kinds of revelations, not least in how you interact with them and what they (and other clients) expect from your business.

For instance, you could learn from talking to clients that they spend a significant amount of time on the road attending business meetings. This, particularly when referenced against their typical email reply hours, could tell you that ads targeted at mobile are more likely to yield a good ROI than Desktop, as well as reiterating the need for a mobile-optimised website.

Psychographics in marketing

Utilise data, both large and small

As a marketer, if you aren’t using big data to study your audience, you’re not only in the minority, you’re putting yourself at a serious disadvantage. Data is essential to gaining customer insights, but data alone can only have so much influence on how you structure your output. Look at your existing site content and previous special offers. What has moved people to click, call, or buy in the past? The data gained from studying these interactions goes a long way to telling you what your consumer has done, but psychographics reveals why they did it.

Because psychographics involves the study of personality, values, opinions, attitudes, interests, and lifestyles, it is essential you trace the lead’s journey to your content, and how they interact with it once they arrive. By studying where else they have browsed, where and what time they accessed your content, you can begin to unravel their interests and build your digital strategy around how these interests dictate they will respond.

Likewise, small data is an invaluable tool to the marketing process, particularly in B2B scenarios. Whereas the broad-scatter metrics provided by large-scale analytics (or big data) give a comprehensive overview of how your audience interact with your content, small data focuses in on just individuals. In B2B interactions, where the decision of an individual user can affect a project, company or even an entire industry, understanding their interests gives you a significant advantage over the competition. 

Psychographics in marketing

Measure social success

Share relevant content through different channels – which channels work best, at what time and using what language? Understanding these variables can go a long way to helping you understand the people behind the accounts, and how best to engage with them. Of course, there are so many channels to now reach your audience through, gauging the best media for you will take time and patience.

Narrow your channels down using your demographics. Study the networking sites and the reasons people use them before whittling down your choices to only the relevant channels. For instance, LinkedIn generated 80.33% of B2B leads in 2014, compared to just 12.73% by Twitter and 6.73% by Facebook, making LinkedIn the obvious choice if you’re running a B2B campaign. Check engagement rates on all your posts, across your chosen channels, and audience behaviour patterns will begin to emerge which can then be integrated into campaigns.

social-media-analytics

Study audience output

Social media is particularly effective because audiences give you an insight into their personality through their own social output. Take a look at the kind of posts they Like/share/Tweet/post and create a profile map of their tastes. Include in this features like their active hours, their choice of language and their response to different images.

Your study of client output doesn’t have to be limited to their social accounts, however. If you’ve been interacting with them directly, there are a wealth of hidden inferences to help you compose a fuller picture of their interests. Study their language, when they reply, how they structure their emails and other aspects of their interactions. Studying the organic social conversations of your audience can also give you an edge on the competition, allowing you to identify emerging trends as and when they happen.

Psychographics in marketing

Don’t forget the classic data-gathering tools

With the rapid evolution of data-harvesting tools and audience profiling technology, it’s easy to forget other, more traditional means of gathering client information. For instance, customer surveys may seem like an outdated concept, but they can still add to your understanding of client behaviour.

The real challenges in conducting consumer surveys lie in deciding what questions you need to ask, and how to introduce the survey. For the latter, the point at which you introduce the survey request can have a major impact on the resulting information. The responses resulting from an on-site pop up following a purchase will vary dramatically in comparison to a survey embedded in an email. Consider carefully the means by which you reach out to your audience. The Hawthorne effect will also play a part in influencing your answers, so remember to take this into account.

For the former, it’s vital to develop criteria that help inform your future digital strategies. The difference between a personal question and a professionally relevant question may seem slight, but the gulf in the value of the results can be huge. Asking about your prospective consumer’s hobbies gives you some background to who they are but. But asking their favourite weekend activity gives you an extra level of insight that can inform an actionable strategy. Asking which social media channels your consumer uses gives you a good understanding of how they gather information. Asking them to rank their social media channels in terms of their value in gathering business opportunities, however, will result in more focused and actionable insights.

Person holding tablet browsing products online psychographics in marketing

Conclusion

Just as demographics alone won’t give you the full picture of your audience, psychographics only tells half the story. By combining the two schools of thought, you can build up a huge bank of quantified and qualified information that can be used to leverage important insights. While demographics provides objective classification, psychographics recognises the need for subjective information regarding your audience.

These seemingly innocuous elements contribute to the psychographic maps of your audience and enable you to make more informed marketing decisions, something every marketer could benefit from.

Calculator-spreadsheets-boost

Does every company need a full-time data scientist?

Analytics, Employment, Feature, Marketing | One Comment

Only a decade ago, if you had told an SME they needed a full-time data scientist to guide their marketing team, you would likely have been laughed out the building. But today, data scientists are venerated as a pivotal cog in company operations. According to Indeed.com’s chief economist Dr Tara Sinclair, the number of job postings for data scientist grew 57% for the first quarter this year compared to the same quarter last year, while searches for data scientist grew 73.5% for the same period.

Despite the profession’s relative infancy, I’ve worked with companies who genuinely believed a data scientist could alleviate all their commercial woes, and it’s easy to see why. It stands to reason that a company capable of understanding audience behaviour will thrive. But would every business benefit from a data scientist? It sounds like a cliche, but each business is unique, and it’s imperative C-suite professionals consider the company’s needs before investing in a full-time data scientist. Through working with a range of companies in a variety of industries, I’ve drawn up some questions to help guide your data science policy.

It sounds like a cliche, but each business is unique, and it’s imperative C-suite professionals consider the company’s needs before investing in a full-time data scientist. Through working with a range of companies in a variety of industries, I’ve drawn up some questions to help guide your data science policy.

Could the role be divided between your current team?

Writing in the Birst company blog, Chairman Brad Peters explained the data science conundrum by asking which would you rather have at your company: “The world’s greatest data scientist working alone in a corner lab… or data that will make all of the employees of your company one percent more productive?” The answer, of course, is the latter and points to a recurring issue found in businesses across industries.

Rather than turning to the latest trend to identify areas of improvement in their content, businesses should strive to integrate the increasing amount of data into their overall marketing strategy through regular team sessions and measurable trial cycles. By allocating individual metrics to relevant members of your team, you can give them quantified goals without the need to invest in a full-time data scientist.

I’ve seen companies hire data scientists without once considering how much business awareness they have or how much they really understand the company, and it rarely ends with either party optimising their talents.

How much data does your company need?

It’s up to you to study your current business output and consider your future content marketing strategy to decipher exactly what your marketing is missing. To many B2C’s, marketing attribution is essential to informing future marketing strategy, but not all businesses require this level of tracking. For many B2B’s today, the client-base can be made up of just a handful of key industry leaders.

Most mainstream analytics packages offer a huge array of metrics, when in truth, specific industries will often need just two or three at the most. Studying the metrics behind the people visiting your site every month can guide your overall marketing strategy, but there’s no way of knowing what impact it’s having on the people who will most impact your business. Remember, it’s not how many people you engage with your content, but who.

Even for those who want to study the browsing habits of large groups visiting their sites, a full-time data scientist might not be necessary. Consider hiring a data science consultant and have them lay out the groundwork for your upcoming campaigns. If the wealth of data is too much to handle, then you can begin to consider employing a data scientist in a more permanent role.

Does your website fulfil every requirement for your marketing strategy?

For years now, online marketers have based their business around their official website. Of course, that’s hardly surprising when you consider how much technology has altered business over the last decade. Your website is undoubtedly more versatile, unique and interactive than a TV or print ad, but that doesn’t mean it’s going to meet all your business needs. A 2015 B2B Web Usability Report by Komarketing found that once on a company’s homepage, 86% of visitors want to see information about that company’s products/services relevant to them.

In the age of personalisation, targeted marketing is quickly replacing the one size fits all approach. Visitors to your webpage don’t want to trawl through reams of information to find the content relevant to them, and the information gleaned from their interaction with your website isn’t always going to be relevant to your marketing strategy.

Clemmie creates personalised microsites for businesses looking to engage with C-suite professionals on an individual level. These microsites can be populated with content from your official website, but have been tailored to provide only the information relevant to the client in question. As a result, the analytics Clemmie feeds back reflect only how the key individual has engaged with their marketing material. This approach is becoming increasingly popular among B2B organisations as they look to optimise content and limit data fields to the metrics relevant to their particular needs.

Can your data analysis be automated?

The rise of automation is already placing doubts on the future viability of a full-time data scientist. Data science is still undeniably valuable to many companies marketing campaigns, but parallel to this we’ve seen a huge rise in the power of automation and AI.

While the few models currently in place using AI to turn data into actionable observations are woefully simplistic, it is more than likely that AI will be capable of handling complex regression models and providing real insights to inform your marketing in the future. Why should this matter now, you ask? Data automation is becoming ever more entangled with AI, and in turn, deep learning is evolving to become more adept at providing answers to the big questions data throws up.

Before hiring a full-time data scientist, consider just how much data you need to process, and explore all your options for automation. You could find that the analytics that matters most to you can be captured and analysed without employing a data scientist in a permanent role.

Conclusion

There can be little doubt that the growth in data-harvesting and the subsequent explosion in data professionals has benefitted businesses around the world. But rather than pointing to a future where every company has their own in-house data scientist, this is an opportunity to consider exactly what your company needs according to its core functions.

‘Data scientist’ may be “the sexiest job in the world” right now, but the hype won’t last forever. Companies will come to see that data isn’t the answer to all their marketing woes, let’s just hope it’s a realisation that comes sooner rather than later.

Digital portfolio microsite for photograpgers

Should you be using a digital microsite for your photography portfolio?

Analytics, Microsite, Photography, Technology | No Comments

The world of photography can change in a flash (sorry, that was awful), so it’s vital professionals adapt to new technologies as and when they become available. The growth in digital portfolios has brought new opportunities, but also new challenges. Likewise, the increase in high quality cameras in phones has allowed the industry to diversify while simultaneously becoming more competitive than ever. Now anyone with a smartphone and a good sense of timing can capture award-winning shots, lather it in unnecessary filters and tweak it with some post-snap Photoshop manipulation. The jury might still be out on to what extent technology has improved photography itself, but there can be no doubt it’s changed the way photographers get their images out into the wider world. But which method is best for placing your shots into the right hands? We take a look at the benefits and pitfalls of embracing the digital microsite over the traditional printed volume.

Reaching out to clients

Digital portfolio microsite for photograpgers

As a professional photographer, you want to ensure your images can be distributed to as many clients as possible. A digital microsite enables you to send designs to anyone around the world in an instant, directly to their inbox. Creating a digital portfolio through a microsite app like Clemmie allows you to go a step further and find out exactly when the client has opened your email, see which shots they liked the most and tailor any future interactions with them accordingly. Using a digital microsite app also adds an additional level of interactivity to your designs, allowing you to link to your official website, social accounts and other contact details.
Sending out your portfolio in a physical form is becoming rarer, as more photographers opt for the digital approach. This isn’t necessarily a bad thing for shutterbugs still faithful to the printed photo, giving an air of originality and helping you stand apart from the competition. However, even with its agrestal appeal, a printed portfolio comes with its own drawbacks. Short of delivering your photos to the hands of your client and watching them look it over, there’s no way you can be completely sure they have received and viewed your portfolio. You could call in or visit a client’s office to make sure your work found its way to the right desk, but both these options require time, money and effort that could be better spent further developing your portfolio.

Cost

Digital portfolio microsite for photograpgers

When it comes to creating art, money might be no object, but getting it in front of the right eyes requires a keen eye for the best, and cheapest, channels of communication. With a digital catalogue of your best images, it’s vital they are presented in the most accessible format. Take time to find the best platform for your photos and, depending on your budget, don’t be afraid to create multiple microsite portfolios for different occasions or categories. Creating a microsite specifically for wedding photography photos, for instance, could provide a more focused context to your work over a random collection of your best works.
The traditional printed portfolio can be costly to print and send overseas, and sending it out to multiple sources only compounds the costs. Digital has become the primary channel for freelancers and studios to deliver their portfolio. As a result, the cost of physically transporting images has been increasing for the past decade. Even with a regular printing deal, the cost of printing new portfolios means it is far less economic than dedicating your best pics to a digital album.

Adaptability

Digital portfolio microsite for photograpgers

We all know the feeling. You spend months getting to grips with your latest gadget, only to realise it’s been superseded by an even newer and more shiny tool just as you were entering your comfort zone. A vital attribute as a photographer is the ability to adapt your style according to changing technology, not just behind the camera, but in the process of sharing your images too. One of the key advantages to using a digital portfolio is the freedom it gives you to edit your selection at will. Every artist wants to be able to exercise full control over their own works. A digital portfolio allows you to chop and change according to the clients needs. A couple looking for a wedding photographer for their big day, for instance, are more likely to choose someone with a full portfolio of wedding pics over a photographer featuring just a few wedding photos among a selection of landscape shots.
Traditional printed portfolios, on the other hand, require you to either reprint regularly or send outdated collections and hope they’re enough to win over a client. Even if you own a high quality digital printer capable of creating industry standard images, you’ll spend more time trying to commit your images to paper.

The personal touch

Digital microsite portfolio for photographers

Thanks to the exodus of photographers to digital, the printed portfolio is becoming increasingly difficult to justify. Add to this the dwindling number of commercial printers, the increasingly widespread geographic base for opportunities and the growing pressure on publications to save money by sourcing their images from ‘stock photo’ sites, and the future of the printed photo album looks bleak. Part of reaching out to the right people involves knowing the right channel to reach out through, and a physical copy of your best work is rapidly becoming an obsolete medium. It’s not merely about understanding how best to contact your client. Now, photographers are using technology like Clemmie’s microsite creation tool to develop a portfolio that responds to the exact needs of an individual client, personalised to show you understand what they require, and know exactly how to give it to them.
Despite being an antiquated method of delivery, the printed portfolio isn’t irrelevant to the pitching process. A well-printed, well-bound portfolio and a personalised note can add a human touch to your images, and can even reinforce your commitment if included in conjunction with a customised digital accompaniment.

Digital portfolio for graphic designers

5 reasons why the digital portfolio is essential for graphic design graduates

Analytics, Employment, Feature, Graphic Design | No Comments

With competition in the art industries growing more intense every day, more graduates are turning to resourceful and original ways to market their skills. With the average employment rate for graphic designers expected to increase by 7% in the next decade (and an anticipated 16% decline in the employment of graphic designers in previously reliable industries like newspapers, periodicals, and directory assistance books) competition is only going to increase.

After all the time, effort and individual thought you’ve invested in your designs, you want to showcase them through the most original platform available. That’s why more designers are taking their portfolios online. A platform that allows you to consistently edit your portfolio and study its reception from major industry professionals gives you the power to make more informed decisions, helping you land that elusive first graduate job with your dream design agency. Here at Clemmie, we’ve discussed before why the digital portfolio is quickly becoming the platform for modern designers. The digital portfolio presents its own unique set of challenges for graphic designers, but the potential rewards can be huge.

Be heard above the noise

In the highly competitive graphic design industry, you have to take any opportunity you can to stand out from the crowd. More designers are turning to a digital portfolio to get their work on the desks of design agencies, but there is still an abundance of ways to give your designs an original platform. A digital portfolio provides an opportunity to challenge the traditional print, post and pray method of applying for your first graduate job, but it also encourages employers to engage with your designs on a more intricate level. For those looking to earn a living from freelance work alone (with around 25% of all graphic designers self-employed), having the right portfolio is even more essential to ensure a regular income.

Keep it contemporary

Imagine; rather than endlessly printing updated portfolios custom made for a particular opportunity, you could instead create a new fully customised portfolio in a matter of minutes. This ensures you don’t go ahead and send out a resume with old designs simply because you printed too many and want to get your money’s worth (we’ve all been there). Instead, you can select the latest and greatest projects according to the opportunity in hand. In the competitive world of graphic design, an outdated design can mean the difference between being called up for that elusive interview or passed over for someone who kept their material up-to-date.

Lower the costs

The traditional paper portfolio is an outdated concept. As developments in technology enable people to work remotely, the geographic scope for employment opportunities has expanded. In turn, graphic designers are looking further afield to find their ideal role. In doing so, however, you also need to be prepared to send your portfolios further. This means getting your designs into the hands of employers requires more time, effort and, perhaps crucially, money. With a digital portfolio, you can send illustrations around the world with no added cost while demonstrating your versatility with new technologies, a vital skill for the modern designer. The money saved on not printing expensive portfolios and paying for postage costs can be channelled into continuing to hunt for employment and honing your skills for future opportunities.

Notifications on the go

Perhaps one of the most frustrating elements of applying for a graphic design role is the waiting period that follows sending off your portfolio. Creating a digital portfolio through Clemmie, however, allows you to send the best designs digitally to a range of organisations safe in the knowledge that you will receive a notification when it’s opened, coupled with a detailed breakdown of exactly how an organisation has interacted with your materials. The analytics Clemmie provides detail exactly which projects stood out, which illustrations grabbed their attention, and which designs were so good they just had to share them, allowing you to focus your attention on developing the best digital portfolio and creating new designs based on what you know design agencies want.

Be your own employment agency

Not only does a digital portfolio from Clemmie give you a better understanding of how to develop a stronger CV for the future, it also enables you to craft the best material for an interview based on what elements most appealed to an employer. This is essential for a designer looking to put their best foot forward and go into an interview confident they can make the right impression first time. By studying the analytics provided by a Clemmie portfolio, you can begin to tailor material for subsequent interactions with a potential employer according to what they responded to positively. With quantified data, you can categorise and prioritise employment opportunities based on which prospective employers expressed the most interest. Designs can be prioritised and you can enter an interview confident you are arriving with your best material.

As more and more employers turn to data in the hunt for the ideal employee, it stands to reason that you should too. Graphic design requires not only a keen eye for appealing visuals, it also requires a willingness to embrace new technology as and when it becomes available. What better place to start proving both these attributes than in your portfolio?

Digital marketing for real estate

A guide to digital marketing in the real estate industry

Analytics, Ecommerce, Marketing, Real estate, Technology | No Comments

As competition in the real estate industry increases, figuring out the formula to engaging with customers in a way that’s both time and cost efficient has become a kind of holy grail to marketers. A firm’s survival depends on staying ahead of competitors on every front and, unfortunately, offering the best value is no longer a guarantee of success. In the age of to-the-minute marketing, it’s also about promoting your brand through the most accessible platforms. These days, even with a website and some social media tools under their belt, firms can flounder if they don’t know how to market themselves effectively. When it comes to real estate, the fate of a business can rest on the decisions of just a few key players, so it’s even more vital the content and delivery of the material leave the right impression.

Email marketing isn’t dead

The road to intelligent email marketing has been a rocky one, to say the least. From the days of blanket spamming to the more personalised mail content of today, marketers have struggled to tap into the true potential of the medium. Despite that personalised emails have been proven to deliver transaction rates up to six times higher than traditional marketing methods, 70% of brands still fail to use them. A study by Experian found that the biggest obstacles with personalisation lie in gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%). Now, with the advent of AI and intelligent content creation processes, emails can be personalised to suit the exact needs of the individual.
In real estate, this means sending only the properties that fit the specific requirements of the customer, and it benefits everybody. The customer only gets a selection of the best properties for their needs, while the marketer increases the chance of a sale. When promoting high-value products and services, the scattergun approach to marketing becomes ever more ponderous and even less effective. Clemmie allows marketers to combine the immediacy of an email with the impact of a personalised website to connect with customers on an individual level, identifying their key interests through analytics gathered from their interaction with specially selected content.
Digital marketing for real estate

Provide instant access to the best offers

One of the biggest advantages of the digital age is the increased level of interactivity and, more crucially, the opportunity to give customers the most up-to-date information possible. For businesses today, the ability to provide instant updates can make or break a company. Digital marketing is founded on utilising the medium to increase your brand’s visibility and ensure it’s core values are communicated effectively. This can only happen if marketers ensure they have a system in place that allows content to be updated regularly with relevant information, through the best channels. Google announced recently it will begin downgrading sites that aren’t optimised for mobile. With the number of emails opened on mobile devices increasing by 30% from 2010 to 2015, marketers can’t afford to delay the optimisation process any longer.
For real estate, digital marketing requires a significant investment of time studying the browsing patterns of customers. Taking note of peak times, studying bounce rates and subsequently tailoring content are essential to the marketers routine if they want to deliver the most optimised browsing experience possible. AI has made huge steps in alleviating the time constraints of round-the-clock content updates, but it’s primary use right now is in scheduling content to go live at non-working hours. With a Clemmie InSite, you can provide timely content at any time. Not only this, but thanks to the comprehensive analytics, you can begin to build up a pattern of when your clients are most active, and tailor your communication schedule accordingly.
Digital marketing for real estate

Target the right audience

According to a study by Digital Trends, 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant. To do this, marketers must first understand who they are marketing to, and why. Drawing up a characteristics tally allows you to objectively compare different clients using similar services (you can find these in the Followers of your counterpart company’s Twitter and Facebook pages). Using these, you can begin to collate details and create an accurate picture of the typical client, and begin to understand the kind of marketing content that would most appeal to them.
Targeting the right audience may seem like one of the simpler aspects of marketing, but it can present a myriad of problems. While a business’ core ethos should remain relatively fixed, marketers have to grasp the static nature of their audience, and the means by which to reach them. This is particularly true for real estate, which requires a keen understanding of the best channels through which to market their brand. For instance, posting multi-million dollar property ads to social media sites usually frequented by 18-25-year-olds is unlikely to yield as much ROI as an ad on a luxury car website. Using web analytics tools gives marketers deeper insights into where their audiences are based, how they come to find the website and what they do when they’re there. It’s then up to the marketer to decide how content should be tailored according to these variables.
Digital marketing for real estate

Personalise the experience

With all the different channels of communication available today, marketers have more tools to personalise their content than ever before. Email marketing, connecting through social media, and personalised minisites have enabled marketers to connect with their clients on a real, personal level, but also provide their fair share of headaches. While one-to-one marketing comes with its own unique set of challenges, it can also unlock insights into the mind of your target audience. One way to do this is to ensure you are having a conversation with the consumer, not just sharing information with them. It may sound obvious, but by asking consumers directly what they want, you can begin to build a better understanding of who they are and where they fit with your brand. There are so many channels to engage with your audience now, marketers really have no excuse. Despite this, 66% of marketers claim that one of the big obstacles to personalization is securing internal resources to execute personalised marketing programs.
In real estate, there are a number of resources for personalising communications, but they can vary between tools a marketer can’t do without to tools only the creator could love. As a marketer, it’s your duty to stay up-to-date with the latest and best tools at your disposal. Read reviews, talk to other marketers, and, most importantly, don’t be afraid to try out new tools on your own material, albeit in a controlled environment. Clemmie is aiming to usher in a new era of one-to-one marketing personalisation, one in which clients truly feel valued by the brands that interact with them thanks to content completely customised to meet their needs, and a reciprocal element behind the communications that ensures each interaction is a two-way street.
Digital marketing for real estate

small data chalkboard

The rise of small data in business should not be underestimated

Analytics, Business, Employment, Marketing, Technology | No Comments

The explosion in ecommerce and digital marketing witnessed in the past decade has had some intriguing consequences for the structure of modern businesses. For one, web analytics tools have become some kind of holy scripture for marketing, prophesying market trends while denouncing the fake idols of online surveys and consumer focus groups. Big data is now the biggest influence on how companies structure their online content, but for all its merits, it comes with its own shortcomings.
A phrase few marketing professionals seem to be discussing, however, could provide an answer to many of big data’s flaws. Small data, individual analytics, unique metrics; whatever you call it, it can provide the key to engaging with individual consumers and clients on a level unachievable with broad-scatter analytics solutions.
Understanding the individual behind a process is important in any business, particularly when it comes to broad focus B2C relationships. Leveraging big data insights is essential to ensure maximum return on your chosen platform, but small data provides a real glimpse into the mind of an individual user, an invaluable tool when that individual user is making decisions that affect a project, company or even an entire industry; something we see again and again at the top level of any sector.

Shareholders

Companies are waking up to the value of big data, but the benefits of gathering small-scale analytics in digital marketing have gone largely unnoticed. In particular, individual analytics can be a valuable marketing tool for businesses, where the browsing behaviour of a single decision maker can mean the difference between a major sale or a missed opportunity.
Companies sending out financial reports to shareholders would usually have to request feedback to understand how well the report was received. With a Clemmie InSite, a company sends out their annual report to a select group and studies the small data to decipher exactly which elements of the report most interested the key decision makers. This can have a huge impact on how a company conducts its business, and how it’s perceived by those that matter most; the investors and customers.
Utilising small data to study investor perceptions doesn’t have to be limited to just annual reports, however. Monthly newsletters provide an invaluable opportunity to better understand investors and their interest in new company developments. It can guide future business decisions and provide an event to engage with shareholders and staff alike on the issues that really matter to them.
Small data for business

Pitching

For firms that make their bread and butter through seeking new business projects, pitching their skills in an original way can be an exhausting and fruitless task. For sectors like architecture, design and construction, pursuing new opportunities is integral to a company’s continued survival. A business could spend as much as half their annual revenue doggedly pursuing leads they have little to no hope of ever winning. Sending out large, printed portfolios comes with its own set of problems. Physical copies of portfolios are often expensive to print and can cost even more to send overseas. Once delivered, the sender has no way of knowing if their portfolio has hit the right notes, or if it’s even been opened at all. But even if a company manages to impress with its portfolio, opportunities can crumble if the pitch doesn’t hit the right notes.
With the help of small data, firms can gauge a client’s interest by first sending them promotional material. With a Clemmie InSite, an architecture firm can send out a personalised microsite with all the projects, experience and key architects relevant to the opportunity in hand. As soon as the client opens the site, Clemmie relays the analytics back to the architects. With details including the amount of time the client spent on the site, which sections of the portfolio most caught their eye and how much time they spent on each project, this small data can change the dynamic of the pitch in a big way. Now the architects have the data, they also have the framework around which to construct the pitch best for this particular client.
Small data for business

Targeted marketing

Marketing a brand to a mass audience isn’t easy, but the growth in data harvesting tools is helping fuel a new approach to business, both online and in the real world. With tools like Google Analytics, companies can systematically analyse how visitors interact with their content and study each stage of the click-through process, enabling them to streamline the experience and increase their ROI.
But when it comes to precision-targeted marketing, the list of resources starts to run thin. That’s because small data won’t provide the answers to big questions like “why aren’t people engaging with my brand?” or “why does my bounce rate double on my products page?” But marketing can always benefit from a closer look, and that’s exactly what small data is all about.
One of Clemmie’s biggest clients boasts around 30,000 hits a day on their official site, but so far has struggled to make commercial use of the big data gathered through Google Analytics. That’s because their customers are limited to a select list of big industry players who could probably, at a push, be crammed into the same metro carriage.
By introducing InSites as a means of one on one direct marketing, the client can engage with the real decision makers on an intimate level for the first time. While before they were swimming in a sea of meaningless engagement data, today the client enjoys a significantly increased visibility and, just as importantly, a stronger rapport with their own clientele.
Small data for business

Employment

Small data isn’t just limited to the corporate world. When used intelligently, it can even be applied to the often long and exhausting process of job hunting. From postgrads looking for their first job to seasoned professionals seeking a change of pace, small data can unlock secrets about a CV’s strengths and give job-hunters confidence knowing they are walking into an interview with their strongest material.
Even the most minute details hidden amongst individual analytics can provide a world of information when interpreted intelligently. A graphic designer studying the metrics from a recently posted Clemmie CV can make a number of observations. If a prospective employer studied one particular design three times longer than any other, the applicant can be confident that this is their strongest design and should feature prominently in any subsequent interview.
Using a Clemmie InSite as a CV comes with the added bonus of alerting the sender to exactly when it has been opened, which means applicants no longer have to wait by the phone hoping to hear back from an employer that might never read their CV.
Small-scale analytics enables job hunters to try different CV layouts and content, choosing the best combination based on quantified data and analytical interpretation. This is essential for young job hunters in particular, who are often still trying to decide on a final structure for their CV. Of course, every employer interacts with a CV differently, but the in-depth analytics provided gives an applicant a better appreciation of the key points an employer is looking for.
Small data for business
With marketing processes evolving every day, businesses have to constantly adapt, evolve and research new technological opportunities. To maintain an edge over the competition, firms must utilise every available resource. Small data can play an integral role in targeted marketing for the digital generation, but it will require companies to tackle their big data dependence. Thankfully, it’s a habit Clemmie is determined to help them kick.

Big Data in business

Why are some marketing professionals still ignoring big data?

Analytics, Ecommerce, Feature, Industry, Technology | No Comments

We’ve entered a new era in business. Digital marketing and ecommerce are rapidly becoming the new norm, with Digital commerce transactions predicted to climb to US$8 trillion by 2020. As the internet becomes the central platform for marketing, buying and selling products and services, the very concept of consumer insight is changing. With the growth of online sales comes a wealth of opportunities for businesses looking to understand their audience better. And that’s where big data comes in.

Big data is exactly what it sounds like (millions of bytes of information regarding human behaviour when online), but the name doesn’t come close to conveying its real value to the modern business. By studying large sets of data relating to how specific audiences interact with their content, businesses can pinpoint exactly what works, and what doesn’t for their brand. By quantifying audience engagement and providing insights into consumer behaviour previously only available through (often unreliable) consumer surveys, big data has revolutionised the marketing process. The business insights garnered through big data are huge, so why have companies been so slow to take advantage of these new opportunities?

Instinct over analysis is always a gamble

Despite the growth in big data, marketing professionals still rely too heavily on intuition and blanket distribution to get their message out there.  Whilst it’s vital a business doesn’t forget it’s USP, it’s also important to consider the metrics behind each figure before proceeding. Analytics tools track customer activity like bounce rate, the number of clicks and time spent on site, and generate reports based on the findings, removing a huge element of the guesswork from marketing. With Google Analytics, businesses can break down which aspects of their content works, as well as provide an insight into how to improve future output with ecommerce and conversion reporting. Businesses can find the right formula for their specific audience through studying a visitors demographics, interests, language, and location, as well as what devices and operating systems they use.

“Businesses can find the right formula for their specific audience”

Data distrust is natural, but rarely justified

Many companies distrust the information provided by big data, preferring instead to rely on intuition and business knowledge. These are the veteran marketers, dedicated to the kind of time-consuming audience research no longer applicable to the pervasive digital mass-market. They argue that big data might be able to tell you what people are doing, but it’s through intensive research that you find out why. Whereas the data can reveal a site’s click-through conversion rate is 6%, marketers need to use business acumen, API know-how, and common sense to understand why it isn’t higher. Whilst these skills are essential to anyone looking to grow their brand online, they just can’t take into account the changing attitudes of consumers to the same degree afforded by the addition of cold hard data. 

Improvisation is not the enemy

Campaigns have to be tailored to a specific audience. Taking an unbending approach to marketing never yields the best results, so it’s vital companies employ some business acumen when seeking to study their data. The issue for many marketing professionals today is the perceived rigidity of web analytics tools. But with web tools like Google Analytics, businesses can tailor their metrics to only show the data relevant to them. Analytics is a fantastic marketing tool, but it’s down to the marketers themselves to decide to what extent the data should influence the overall business strategy. Every business needs its own unique style. Basing every decision on data alone is a surefire way to leave a site cold, clinical and unloved, but to ignore it completely is to doom it to a life of internet obscurity.

“It’s down to the marketers themselves to decide to what extent the data should influence the overall business strategy”

Always check your process

Although big data has proven itself as an indispensable marketing tool, new opportunities will always throw up new potential pitfalls, and it’s important to understand a tool’s shortcomings in order to avoid them. The problems with big data arise when businesses fail to interpret the numbers properly or begin to view their clients in terms of numbers, rather than as people. Writing in Data-Informed magazine, CEO of software company YouEye Malcolm Stewart argues “The downside of this data obsession is that companies end up optimizing for where people click, instead of their actual experience.”

Stay on top of your data

It’s also natural to get overwhelmed with so much quantitative data available, but in order to effectively implement strategies based on site analytics, a business must first understand what they are seeing. This involves combining the human, qualitative approach to modern business and a firm grasp of digital design with clearly considered and accurately interpreted data. It’s a tricky task, but for those willing to put in the time to find the right formula, the rewards can be colossal.

Placing all your faith in the numbers will rarely let you down, but businesses would do well to remember it’s not the silver bullet to all their marketing woes; they still need to interpret the data correctly and implement strategies effectively. Business is about understanding your client, and the big data being pulled in across the web every day can be your ticket to real insights, but don’t let the figures hold you back from making original marketing decisions. There are some things even analytics can’t teach, and it’s in those moments that good old fashioned business instinct is your greatest weapon. Likewise, charging in with gut feeling alone will only see a business so far. The growth of ecommerce and digital transactions has changed business forever, but it’s only through integrating the fundamentals of yesterday with the tools of today that we can hope to ensure a fertile business environment tomorrow.

Land your first post-grad interview

How an InSite will help you land your first post-grad interview

Analytics, Employment, Marketing, Technology | No Comments

Finding your first job out of university can be a gruelling experience. Putting together your CV is just the start in a process that can take weeks, months and even years to get right. Deciding which experience to exclude and which to emphasise, what material works and just how you can reach out to potential employers can leave you exasperated and unmotivated, but it doesn’t have to be. Clemmie creates a totally customisable CV from whatever material you choose to upload in the form of a unique personalised website. This website (known as an InSite) is then sent on to your prospective employer. As soon as your site is accessed, Clemmie feeds back data regarding exactly how your employers have responded to your CV. With a Clemmie InSite, you can reach out to and engage with prospective employers. Here are just a few reasons why now is the time to get a leg up on the competition with your own personalised website.

  1. Make a lasting impression
    Posting a new job can be an almighty headache for employers. They can receive hundreds of applicants for just one role, meaning they have to sift through thousands of personal statements, references, personal statements and more. Depending on when you submit your CV, you could be significantly limiting your chances of getting a fair assessment. So why not stand out from the competition with a personalised site designed exclusively for prospective employers? With a personalised CV InSite, you can showcase your best skills and give your experience the platform it deserves whilst offering a genuine alternative to the paint-by-numbers layout of a traditional CV. The simple but effective layout of an InSite allows prospective employers to assess your application from a fresh perspective, demonstrating your originality while giving them a welcome break from the standard CV format.
  2. Make sure your CV reaches the right people
    As soon as your CV InSite has been opened, Clemmie sends you a real-time break-down of how employers are interacting with your site. Not only does this help alleviate the stress of not knowing if your CV has even been received by the intended person, it also gives you a detailed insight into how they’re reacting. Rid yourself of applicant angst waiting by the telephone for a phone call that may never come. If nobody opens your CV, even though you know they’ve received it, the likelihood is your application would have been unsuccessful. The major advantage to the Clemmie InSite method is you save valuable time and effort on pursuing the opportunity with follow-up calls and emails.
  3. Truly understand employers
    Knowing what an employer is looking for can be one of the most challenging aspects of a job hunt. Job listings can be deliberately vague, particularly when the person advertising the role is trying to cover as many bases as possible in the advertisement. With the intelligent analytics of a Clemmie InSite, you can gauge exactly what an employer is looking for without having to hack their emails or bug their office. After creating your own personalised site, simply mail it along to your potential employer with a cover letter and wait for the real-time data in your inbox.
  4. Shine a spotlight on your CV’s shortcomings
    Identify where your CV needs the most improvement through Clemmie’s comprehensive analytics. Break down your CV into individual sections and qualify their appeal through real-time engagement scores. With the simple and clean analytics of Google, you can grasp exactly which sections need the most development and constantly improve your output for future applications. With the traditional CV, the only way to discover your applications weak points was a follow-up phone call or email. With Clemmie’s intelligent analytics, you can quantify your success and failures.
  5. Tailor your InSite with ease for each new application
    Applying for your first job can be a depressing time. Being rejected, or, worse yet, ignored, can take a serious toll on your self-esteem and demotivate you to carry on the search. The amount of work that goes into customising each cover letter and CV for your applications can be equally draining, but it doesn’t have to be this way. A Clemmie InSite can be easily customised for each new opportunity. All you need to do is contact the Clemmie team with your latest job prospect and provide some basic details. Then Clemmie’s committed team of marketing experts do the rest before sending it back for your approval. With a Clemmie InSite CV, you can showcase your abilities in style to hundreds of potential employers a week, and all for just 4.99€  per InSite!