In today’s digital world, data-driven marketing has become the be-all, end-all. There is so much to gain from sophisticated data, we are sometimes overwhelmed. “Analysis paralysis,” if you will.
But if you think about it, what is data in the marketing realm? People. Each piece of a pie graph, each line on a bar graph, every shade, pattern, number, percentage, decimal point, etc. represents a person or persons — real, live, flesh and blood human beings. Thinking of data as people is especially appropriate during the holidays, when our loved ones are even more on our hearts and minds.
While we don’t typically consider data in this deeply personal way, perhaps we should. Maybe it would do us good to keep in mind the human element behind the plethora of quantifiable information available to us. As we’re beginning to ponder what Johnny wants for Christmas, or Sarah hopes for during Hanukkah, or what that person who has everything might actually need, what if we analyzed data in the same way?
More importantly, how might this way of thinking improve sales prospecting and customer satisfaction? According to Mark Flaharty, executive vice president of advertising at SundaySky, a vendor of marketing videos, “The most important evolution in the history of marketing is the ability to understand what data you have, what data you can get, how to organize and, ultimately, how to activate the data.”
If one were to replace the word “person” for every “data” in Flaharty’s comment, how might that change our perspective in marketing to senior living prospects? “The most important evolution in the history of marketing is the ability to understand what person you have, what person you can get, how to organize (reach) and, ultimately, how to activate (move) the person.”
In the particularly person-centric arena of senior living, where the priceless quality of life is what is being marketed, the “data equals people” equation is even more significant. Because needs and wants are so much more substantial in this domain than they would be in, say, the potato chip industry, senior living professionals cannot afford to miss any avenues to invaluable data (that is, invaluable people).
While data gathering and analysis are ever-evolving, ever complex, and increasingly ubiquitous (one can barely make a move these days without it being noted and leveraged for future appeals to that individual), these advances in data are also ever-enlightening and tremendously powerful in understanding, attracting and acquiring senior residents and their families.
The right marketing team can help you comprehend, navigate and employ the vital channels you need to engage and move viable senior housing prospects. What’s more, your team of experts can help you lead with the realization that, underneath all the technology, data means people — not just during the holidays, but all year long.
On behalf of the entire IVY Marketing team, we wish you and all the special people in your lives a holiday season filled with peace and joy.
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