At Leading in Local: ‘Almost Any Data’ Helps SMBs

“Not all data is created equal, but almost anything can be helpful,” said Acxiom CEO and President Scott Howe, who keynoted at BIA/Kelsey’s Leading in Local: SMB Digital Marketing in New Orleans Sept. 23. Now they can choose among connection speed, day part, geotarget, behavioral — or ideally, a multi-variable segment. If they can mix and match with a multi-variable, SMBs can see a lift approaching 6950 percent from unenhanced efforts.

“For so long, only thing SMBs could do to monetize was search, direct mail… things that allowed them to go a little granular… but they could not do what big guys did. Now they can,” said Howe. “But multichannel marketing works and should be a priority in your efforts. The best marketers know they need to do everything.”

Howe noted that SMBs are “nervous about this stuff” and often withdraw. But for digital resellers, it should be all about “test and learn, test and learn.”

Marketers can’t do anything, however, unless they get consumers to give permissions. Howe is confident that such permissions will be forthcoming. “Consumers want to have a voice,” said Howe.