5 “Best in Class” Marketing Elements

Five Marketing Elements, 5 “Best in Class” Marketing Elements, Signature Aspen

5 “Best in Class” Marketing Elements

“Want to be the best? Compete with the best.” That’s a powerful saying, whether it be in sports or business. Here are 5 marketing elements used by top marketers around the world that you should definitely be using! Let’s dive in!

5 “Best in Class” Marketing Elements

1. Break Down The Silos

You can’t use your data if you can’t find it. Also, if it is scattered across your systems in silos. Top marketers centralize their data into a single marketing database, so they have everything all in one place. This includes data from events, CRM, website activity, email marketing, online and offline commerce, and digital marketing. It contains data from channel preference centers as well. Finally, once it’s all in one place, it’s easier to analyze, update, and use. 

2. Clean It Up

Data is not useful if it’s out of date or simply just wrong. Regular data hygiene (including using CASS, NCOA) is the practice of top marketers, and it should be for you, too. “Normalizing” is the next step. Normalization ensures that each record has the same information, and that all fields are handled the same way. For example, some customers may be listed as last name, first name, middle initial (“Jones, Sally E”). Others might be a salutation, followed by first and last name only (“Mrs. Barbara Smith”). Normalization makes all of these fields consistent. If fields are missing, you can fill them in.

3. Improve Your Data. 

Once data is centralized, cleansed, and updated, top marketers can see what information they have and where enhancement can benefit them. Add additional demographics, behavioral data, and third-party data such as interests. The more you know, the more relevant you can make your communications and offers. 

4. Personalize as Much as Possible. 

The top marketers in the world use their data to improve their targeting and personalization continuously. Whether using segmentation or full personalization, they seek to understand customers both individually and as larger customer groups. Using design templates can help flow targeted information into layouts quickly. 

5. Test and Track. 

Top marketers track the results of their efforts, do A/B testing, and use the information they learn to refine their campaigns and improve their results over time. Once you know what works, you can do more of it. 


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