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Technology is about efficiency and effectiveness. As a marketer you want to get the right products in front of the right people, and you want to do it effectively and efficiently. By marketing effectively you are saving time and resources for you and the customer.

Today is a golden era for marketing. Search marketing and personalized marketing campaigns are the best marketing tactics in the industry now, and maybe ever. With personalized marketing campaigns, marketers are more likely to show the right product to the right consumer, thus wasting less of the customer’s time with unwanted ads and campaigns.

Still, there are some holes in marketing that cause inefficient campaigns—holes that not only misuse the customer’s time, but the marketer’s effort and money. You don’t want anyone—whether it’s the marketer or the consumer—to waste time on something irrelevant. You want customers to be interested in what you show them. Stop wasting your customer’s time; stop wasting your resources. These three tips can help:

1) Communicate

The best way to stop wasting time is to be direct. Communication is a direct route to efficiency. Communication in the marketing sense is not exclusive to communication with consumers; it also includes communication with colleagues, data, and business partners.

Communicating with consumers via platforms like social media can help you understand exactly what they want. Therefore, you take a lot of the guesswork out of marketing, and you can market more efficiently and effectively.

By communicating with colleagues you can get a panoramic view of your products and customers. You can talk to the sales team to see what products are selling best. You can communicate with PR and gauge your brand’s cultural standing. You can even talk to customer service representatives to capture common issues. A dialogue with colleagues helps you get a fuller understanding of the brand and its customers, which thus facilitates optimized marketing.

As a marketer you rely on data to optimize a customer’s experience. Obviously, you use data to market efficiently—to get the right products in front of the right consumers—but you can’t just observe the data. You need to communicate with it. This doesn’t mean striking up a conversation with figures and facts; it means extracting information from your data and inputting information back into it. This type of back and forth will help you use information most effectively.

Don’t live in a bubble. Communicate with other marketing professionals, just as I am communicating with you. You can learn a lot from other successful marketers about optimal market strategies. The goal is to offer the right products to the right people at the right moment, and not to waste anyone’s time. Communication can help you do that.

2) Pay Attention to Inaction

Inaction in the world of marketing can be more important than action. When customers do not respond to links, do not act on actionable elements, or do not purchase what marketers have offered them, then it’s up to the marketer to make changes.

When a consumer does not respond to a marketing scheme, it indicates a mistake on the marketer’s end—but it is a useful mistake. The marketer can learn what marketing techniques don’t incite clicks and actions. The marketer can see when websites don’t pull in purchases. The marketer will better know what turns off a consumer: what causes a consumer not to take an action. Ultimately, the marketer can learn how to stop wasting the customer’s time with ineffective campaigns.

Marketers can respond in two ways to customer inaction. The marketer can change the initial offer to make it more appealing to the customer; or, the marketer can assume that the company offered the wrong ad to the wrong consumer. Marketers should thus adjust websites or advertisements to increase customer action.

It is important to note where inaction occurs in the sales cycle. Every step closer to customer action, the stakes increase for the marketing team. After each step, the marketing team puts more resources into prompting a consumer to take action or make a purchase. When a customer does not take action, the marketing team knows they have wasted their own resources and their customer’s time. This knowledge is helpful for increasing efficiency.

3) Understand Differences in Mobile

Obviously marketing is different on mobile platforms than it is on desktops. Mobile is a distinct format as are its consumers. You need to communicate with mobile consumers as mobile consumers. Even when marketing data carries over through programs like Google Chrome and Yahoo!, reaching people on mobile is unique. That’s because people on mobile are at different stages of the buying cycle than their desktop counterparts.

You can use data to figure out what mobile users are doing: what types of products they are buying, what types of links they are clicking, and how long they stay on pages. You’ll see that the data is different on mobile. For example, consumers on desktop search engines are more likely to scroll through a bunch of links to find what they are looking, whereas mobile users will much more often stick to the first few links—those that are visible on their devices. That difference is one reason why search placement and search tools are so important on mobile.

Enhanced data tools, like location services, are emerging in the mobile market. Marketers can apply these tools to show consumers what they want to see at any given moment. This thus allows marketers to stop wasting consumers’ time. If you have information that a consumer is in an airport, it might be smart to offer car rental or hotel services.

On mobile you need to dissect your mobile-specific data to understand that: what may be relevant on a desktop can be a waste of time on mobile. When you use data to dissect mobile marketing you will waste fewer resources and less effort and simultaneously help save the consumer’s time. You will work more efficiently toward getting the right products in front of the right people at the right moment.

Customers Are Individuals

Consumers and demographics are dynamic. As a marketer you need to constantly adjust your marketing strategies in order to keep up with trends and always show the right things to the right people. No matter how wary consumers are of big data, they’ll be happy to have the products they want so accessible to them. Similarly, consumers will be unresponsive when you market the wrong things to them. Don’t waste your consumers’ time—show them what they want.

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