No matter what industry you are in, companies need data to
see how they are stacking up against their competitors and to learn everything
there is to know about their fans. We all say we need it and if we had it, we
could do great things. However, unless you have the resources to make sense of
this mountain of data,
this strategy may not be right for you.
According to a recent eMarketerstory (and for you daily readers, I bet you are starting to see a trend on
where I get my blog ideas from), six out of ten marketers in a CMO Council and
SAS survey said big data was part opportunity, part obstacle, yet still have a
ways to go.
Immediately, that tells me that companies are just following
the trend. Like Pinterest, content marketing, Instagram and many more fads in
our industry, marketers think they need to stick with the times, even if that
channel or tactic doesn’t mesh with your company. Certain companies do not need
to be on Pinterest. As much as we say it at work, certain companies do not have
a good enough story to implement a word of mouth marketing program (hint: topic
for tomorrow’s blog). Big data, like everything else, is not right for
everyone.
Take WOMMA for example. We preach on and on how we want to
learn everything there is to know about our most loyal fans. I whole heartedly
believe that to be true. In order to do this, it takes research, surveys (which
less and less people are taking nowadays), time and money. And even after all
this, it takes even more time and money to make sense of it all and implement a
strategy using this new information. Certain companies just don’t have the
resources and if you can’t do things right, why do them at all?
My point is that not all marketers need to do what everyone
else is going if it doesn’t work for them or their company. Big data, despite
its relevance to understanding your audience, is not for everyone. If you don’t
have the resources to invest 100% energy and effort into something, don’t do
it.
What’s the point?
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