One word that describes the relationship between customer data and marketing campaign success
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
2 speakers
3 chapters
transcribed 1 month ago
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What is the “power couple” concept that describes customer data and marketing success?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney. What's the word, Eddie? Give me one word that describes the relationship between customer data and marketing campaign success today.
Okay. I don't know if it's one word, but I think it should be. Uh power couple. So power couple is there hyphen? I think it's one word. It's one word. Sure. We'll hyphen it. Yeah.
We'll hyphen it all in. Power couple.
All right. It's the the power couple. So winning growth teams are essentially they're equally prioritizing. Um and they're they're making it a s a single motion. Um so I would I would say p power couple uh is more fun than yeah, but let's go with that. Let's let's just say it's one word.
And so with this power couple uh concept, you know, curious about money. Let's talk about money because usually in power couples, there's usually a money, money conversation that has to happen, right?
How are brands shifting budget allocation from channel‑based spending to data‑driven investment?
Yeah. Um, investment, is it going more heavily in in the actual marketing campaigning and investing there, or is it coming in Through the customer data and then making the decisions. So are companies or brands allocating when they think about the money, the budget that's going to go in, are they thinking about it from the marketing campaign lens? Like, I'm going to put money in paid search, I'm going to put money in SEO, I'm going to put money in TV brand, or are they thinking about it from the customer data lens, which is essentially, hey, we need to put money in customers who are involved in the case of the case? invested in buying long haul international flights, customers who are looking for local US domestic uh vacations, right?
Like that's the customer data telling us put money in those buckets. And then you do the campaigning versus the other way around.
Yeah, that that's a really good question. I think I've seen there are br brands. Uh, and these are typically legacy brands that are probably on their kind of their way out. Like think about like a an an of an aging vent uh brick and mortar retailer type kind of company where they're investing all of their money and just blasting their customer base as often as they can. So they're putting a lot of money into every channel because they know that. If I if I put four million in this week, we're gonna get back a certain amount of a return. The problem with that is it's all temporary and it could be gone in a in a second. And it it's basically like this like lifeline that they're constantly trying to tap into.
Um, so the brands I don't think are doing well, that's that's what they're doing. The ones that are doing it right and putting their dollars through future infrastructure, building the the company in a way that it's gonna be uh continue to be able to innovate and stay cutting edge over the next couple of years. So going back to some of the like center of excellence.
Why do legacy, batch‑and‑blast marketers struggle compared to data‑centric growth teams?
adopting technology that's gonna allow them to operationalize. And then the the ones that are doing it really well are also investing in just learning more about their customers. So being able to deploy zero party data, but finding additional ways that they can enrich their their customer data. Uh and just Being a little smarter with what's happening behind the scenes. Uh rather than just that batch and blast approach, it's just not working anymore.
No doubt. Yep. And that wraps up this episode of the Voices Search Podcast. A huge thank you to Eddie Patch from Optimove for joining us. If you'd like to contact Eddie, you can find a link to his LinkedIn profile in our show notes, or you can find his information on voicesofsearch.com.
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Chapters
3 chapters
1
What is the “power couple” concept that describes customer data and marketing success?
0:00–1:30
2
How are brands shifting budget allocation from channel‑based spending to data‑driven investment?
1:30–3:18
3
Why do legacy, batch‑and‑blast marketers struggle compared to data‑centric growth teams?
3:18–4:20