Marketing strategies are built on the usage of data which should be collected from the customer/service
user. You can not reach the targeted audience if you do not gather correct data. Another thing you need
to think of is after collecting the data – how to use it. You won’t need any data gathered unless you do
not know how to put it into action.
Let’s have a look at the importance of data collection. At first place, data will allow you to know more
about your existing and future client, by analysing the information they give you. If data is collected
properly, it can also lead to cost avoidance for the company, as you will build your information database
on your own and also apply this for future marketing campaigns absolutely for free. You would already
know your potential customers and do not need to target them again or make a new research, so this is
also time saving.
Digital data collection improves the reliability of data and allows you to have larger sample of data. It is
faster to collect and is also done by a machine, so human efforts and error possibility are minimized.
If you are wondering how you can gather the data digitally, here are some examples and advices how to
do that. The first thing you might think of would be website contact forms. The customer will then
provide you with their contact data automatically as well as what he/she is interested in, while the
forms be easily arranged in an excel sheet and there it is, your database! Use also the checkout or POS
system to collect data, provide your customers to take part in contests or giveaways, they would be
happy to win and you would be happy to have them back in a marketing campaign afterwards. Surveys,
event sign-ups or app installations are also a good way for gathering data.
Make sure you add extra value for the customer, because if you just ask them to provide you with their
e-mail, they are unlikely to do so. An incentive of some benefits included are the keys to success when
asking for customer data – offer them discounts, coupons, or even to donate. Give them a clear view of
what the data will be used for. Promise them to not share or use the data for any purpose other then
the incentive or your marketing needs. You will see them trust you more and provide you with the
The customer data you can collect and use should definitely suit your business needs. Most commonly,
traders gather info like name, e-mail address, physical address, interests or activities, surveys etc. Use
the data to gain insights or set up trends for your specific company activities/needs. You will be able to
build a customer segmented profiles – this will make your marketing more effective and generate cost
You might think of a partner to help you with building your information database and start developing
your business rapidly. This could be also us. We are waiting for you!