The Marketing industry has never had as much data at its disposal to connect people as it does today. In an increasingly digitized market, companies have a collection that presents consumer behavior patterns, enabling the development of campaigns and customized solutions according to each target audience. Thus, assisting in decision making and increasing the success rate in the launch strategy and evolution of solutions and products.
When analyzing the construction of a corporate structure that transforms data analysis into business strategy, it is essential to highlight that success in the Marketing area is directly related to working together with two other sectors: Innovation, Consulting and Legal.
In order for Marketing professionals to create campaigns and solutions that are aligned with consumer needs, the Innovation team must have tools that gather relevant data, the Consulting team must support us with expertise and intelligence, while the Legal department must validate which information can be used internally and externally. It’s a joint effort that needs to move in the same direction.
In a company in the technology segment, for example, one of the pillars that ensures its value is security. An organization may have an innovative product in its portfolio, but if this solution does not offer security to consumers, it will not be well received in the market. Therefore, it is essential that people have the perception, from the beginning of the journey, that their data will be preserved and will not be misused.
At Visa, we have a good example of how we managed to connect the Marketing, Innovation, Consulting and Legal areas to develop a solution together. The “Vai de Visa” benefits hub aims to identify consumer usage patterns and transform them into personalized offers and benefits.
We want to establish a greater and closer relationship with consumers and commercial establishments and use the intelligence of different areas of the company to achieve this objective. When a consumer registers on the platform – and consents to sharing data – we are uniquely able to return something of enormous value: relevance.
The crossing of data becomes an excellent guide for us to choose the offers that make sense for each person. And, of course, during the elaboration of the project, security was always the central pillar, with the legal department establishing limits according to the General Data Protection Law (LGPD) and internal rules of the organization.
Although it seems like a simple principle, the behind-the-scenes of these deliveries are complex, with numerous variables that need to be orchestrated in the best way. It is necessary to structure the analysis of the data, the formulation of hypotheses, their validation, the automation of individual communications, the frequency of these communications.
In this scenario, companies must not only develop products and campaigns that establish a commercial value. It is also essential that behavior patterns are used to strengthen the partnership between company and consumer, with personalization acting as a means of meeting the needs of that person, taking into account their preferences.
I see marketing not only as an area to boost sales, but also as a means of connecting the organization and society.
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