The rise of targeted marketing and PR

Judith Middleton, South Africa, DUO Marketing CEO – PlexusPR Network Partner

We all know that data is important when evaluating activities. But it’s easy to become short-sighted and rely too much on seemingly convenient truths. Marketers and their agencies must work collaboratively to continually increase data maturity and enable targeted marketing and her PR. Each activity should build on previous activities and add to a shared pool of knowledge that can drive commercial insights and results.

Data is not purchased like airtime. Collected from various sources such as Google Analytics and social media platforms. Contradictions are common, but detailed analysis will help you get closer to the truth. This approach enables us to provide commercially viable solutions by understanding where our clients’ customers are engaged. Real-time analytics, industry insights, and agility are essential to success.

Naturally, therefore, a prerequisite for today’s agencies is deep expertise in all digital marketing fields. This allows you to leverage a wide range of skills to add value. We focus on tight feedback loops with clients, teams, and campaigns to ensure real-time understanding. Unlike the past, when intuition and relationships ruled, today’s reality demands measurability and accountability. Combining hard data and consulting expertise delivers actionable insights.

In the B2B space, it is critical that clients and agencies gain mutual trust that allows for low-risk experimentation and trialling of new platforms, messaging, and activities. Your past experience and intuition will take you this far. However, only actual implementation can provide hard data about what works best for specific goals and specific audiences in each different situation.

Finally, in the race to understand data, design must not be overlooked. Well-designed visuals increase engagement and simplify complex stories. Decisions like copy, color, and storytelling must be made intentionally. Well-designed visuals that are customized and relevant to your campaign perform better than random selections.

We are all surrounded by data and choices, but we have to make sure we don’t lose sight of the wood for the trees. The ultimate goal is to use data to connect brands with people, while recognizing the importance of relevant images and authentic content.