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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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