How ‘insights’ and research could be damaging your marketing strategy
When devising a marketing and communications strategy for a brand, you need to know which research and insights to listen to and what to ignore. Hotwire Australia’s Mylan Vu breaks down the difference in this guest post.
Insight-led communications and marketing is becoming the golden target for brands and marketers – and so it should. After all, with the wealth of data and analytics tools we have at our fingertips today, what is the point if we’re not putting that knowledge to use to drive our communications and marketing strategies? Yet, there is such a thing as ‘wrong’ insights, and it’s increasingly important for marketers to recognise these as they appear.
Adobe and eConsultancy Digital Intelligence recently found data-related issues hinder progress, with more than half of organisations having separate technologies for managing data across channels. For these businesses with various data sets sitting within disparate technical tools, you’d assume they have the budgets to afford these tools in the first place, and therefore enough resources internally to make the most of them – so where are these businesses going wrong?
Insights that paralyse, not analyse
“People Use Statistics as a Drunk Uses a Lamppost — For Support Rather Than Illumination”