Audience Facing Data Approach

While one hand the marketers are in a hurry to build their data strategy on the other media owners are actively building their monetisation strategy in the data privacy world. In this new strategy it is important to take a deeper understanding of the audience and build our marketing and data strategy based on them.

Let’s look at some of the audience facing data best practices

1. Understand your audience : Who is your customer / users, what are their desires, interests & preferences. Study external factors influencing them to recognise the opportunities and challenges that will come up

2. Engage : Recognise what in your product is driving him to come to you again and again, is it the content, a feature etc? Once recognised, perfect it to make it best in class, so that he looks nowhere else. This will give the quality engagement that everyone looks for.

Use innovative content and ad format to build the engagement which helps in fighting the content/ad blindness and blocking thereby delivering a higher value preposition.

3. Contextualisation : Content is the core reason why the customer / user is connected. It is the true reflection of their desires, preferences and interests. If farmed well this opens the doors to partnerships, targeting and countless other opportunities.

4. User Experience : Create an outstanding user experience that keeps your customers/users hooked on. This helps in building the brand trust and creditability, which is critical to any business.

5. Dialogue : Keeping an always on dialogue with the customers / users, this builds the environment of mutually beneficial value exchange.

6. Trust : A critical component of any strategy to give the comfort that this is a creditable source for the customer/user can share their data/information. This is a cornerstone of any data strategy.

This synchronisation across the factor mentioned above maximises the value of all data strategies by bringing together the audience insight, premium content, engaging formats and along with the data to make it a more fulfilling and value driven engagement. It is only after you have the this understanding that one goes into building the first party data.

When you will be using the enriched first party data in a such an informed manner it will equip one to build a lasting mutually beneficial association with the customers. Most importantly this approach will also switch the measurement metrics from a quantity to a quality driven metric, which has been the ask for all businesses.

Organisational needs to deliver this :

This audience facing data approach needs to flow into all areas of the organisation, the product, technology, marketing, sales, content etc. It is important to eliminate conflicting approaches and the ownership and the relationship with the customers / users is the single most important asset across the organisation in this new business era.

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Examples from the India Market using this audience focused strategy

Following the audience facing strategy that we discussed, here is a real life example.

Brand : Aashirwaad Atta, ITC Foods, a packaged wheat flour brand.

The flow : ITC Foods is initially understanding the consumers, dietary and activity regime to add value to the consumer by arriving at a digestive score. It is only after the initial interaction and building of trust does it go into a more personalised solution to suggest the a meal plan and organise dietary consultations.

URL : https://happytummy.aashirvaad.com/