Marketers Need to Balance "Big Data" with "Big Emotion"

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These days, big data has captured the imagination of business leaders everywhere.  Amazing startups like SumAll and Collective(i) are bringing solutions to market that help even small businesses make sense of huge volumes of data.  For marketers in particular, the promise is great: comb through mountains of information to see patterns and trends in audience preference and buying behavior.  Combining these insights with today's powerful mobile and digital marketing technologies gives companies unmatched precision in engaging the right audience at the right time in the right manner.

In theory, this should drive closer relationships and stronger connections between brands and their audiences. Yet as most CEO's know, deep and enduring brand loyalty has never been harder to achieve and maintain. Why?

Marketers need to balance the use of "Big Data" with "Big Emotion." It's not enough to simply know what, how, when and where customers like to buy. You also need to know"why"…their emotional and often unstated reasons… the values and beliefs that are a reflection of the customer more so than your product or service. This is the REAL connection to your brand.

And you need to deploy these digital, social, mobile and analytical tools upon a strong foundation of messaging and stories that link your brand to their values and beliefs.  Failing to do so will only ensure that the next marketer to come along with a "Bigger Data" insight or promotion will peel them away.

So, by all means invest heavily in"Big Data" (and "Big Mobile," "Big Social," etc…). But don't forget to deploy it on a strong foundation of "Big Emotion." That's where strongest and most enduring bonds come from.

 

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