Are you fluent in the language your customers speak?

SDL_bn_Truth4_300x250The world is shrinking fast — not in terms of actual geography, of course, but in our capacity to communicate with one another in multiple ways, in real time, 24×7. Now that we can send messages across miles of land and sea in a mere heartbeat, the global marketplace is open to virtually every business, and everything can happen right now.

As marketers increasingly do business across borders, and across an ever-expanding range of channels, delivering a consistent, compelling customer experience is no small feat. What makes sense for one region or culture may not suit the next . . . and no, you can’t simply rely on Google Translate to make it all turn out alright.

Why not?

Content: focus on your customers, not volume

Find your customersFeed the beast. Tame the monster. Stop the roar. Why do marketers insist on characterizing their content consumers as unruly, insatiable animals?

I suppose it’s because that’s exactly the way many have learned to think of it. For years now, marketing organizations have been trying to create messaging that can fill what may seem like an infinite void. Just keep churning out the content, and somehow, someday, some way, it will all pay off in the end . . . right?

There is a better approach, and now that 90% of B2C marketers and marketers say they’ve thrown their hats in the content marketing ring, you need to start using a strategy that’s more efficient – and more effective. If you don’t, much of your effort will be wasted, because your customers are becoming increasingly distracted by the marketing messages – the content – bombarding them at virtually every turn.

When it comes to data, big is not always better

The key component of big dataDespite all the papers, presentations and personal conversations that have been devoted to it, most marketers I talk to still haven’t warmed up to “big data.”

That’s understandable.

According to IDG Enterprise, about one-third (31%) of companies will be managing more than one petabyte of data by the end of this year. (Note for non-Computer Science majors: One petabyte is equal to one million gigabytes.)

How can you possibly get your arms around a number that is so, well … “big?” And even if you do, won’t it be a hollow victory, since we all know even larger volumes – the exabyte, zettabyte, yottabyte, et al. – are just around the corner?

It’s no wonder marketers feel overwhelmed with big data . . . and it’s precisely why I propose a completely different approach.

Big Data and Marketing: A Confused Relationship?

big dataThis post comes from our Analytics Channel Sponsor iJento whose mission is to help marketers turn fragmented data into unified, actionable customer intelligence that accelerates their business.

Clearly Big Data is one of 2013’s biggest topics.

It’s all we hear about at every conference. It’s all vendors seem to want to talk about. I was at a marketing conference a few weeks ago and there were so many Big Data references that presenters actually started to apologize for overusing the term.

Despite the rampant overuse, some marketers are still confused.

If you asked 20 marketers the question, “What is Big Data,” you’d probably get 20 different answers. Its enough to make us want to bury our heads in the sand, and dismiss Big Data as just the latest buzzword.