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For restaurant marketers, data-driven marketing is the key to growth.
As technology evolves, consumer behavior and preferences are changing. An Epsilon study found that 80% of consumers want personalized experiences from brands, including restaurants. For restaurants that focus primarily on traditional advertising or that don’t leverage much digital advertising, delivering personalized experiences is a significant opportunity to meet the expectations of modern consumers.
Sending one broad message to a mass audience via TV is no longer enough; to build brand awareness and loyalty, restaurants must focus on providing relevant experiences that are tailored to preferences and needs of individual customers. The ability to do this depends largely on data.
There’s no doubt that as a restaurant marketer, you now have more access to data. With the enhanced data analysis features that marketers have integrated into their programs, we’re seeing a new trend: A marketing shift from utilizing demographics to more advanced psychographics.
While demographic data (factors like age and gender) is still an integral component, the psychographic component (factors like interests and lifestyles) fuels the emotional component of marketing for restaurants, enabling 1:You connections. (1:You is a holistic customer experience strategy that’s personalized with the best choice for individuals across all points on interactions.) Your Diners expect these personalized communications and more.
To be successful, restaurant marketers must shift their approach from mass advertising and promotions to 1:Youmarketing that leverages data more effectively and drives incremental sales.
Here are a few data-driven marketing techniques that will allow them to do so:
Starbucks does an excellent job with their data-driven marketing strategy. Data scientists at Starbucks’ know what coffee you drink, where you buy it and at what time of day. And they leverage predictive analytics to personalize their customers’ experience.
Starbucks now generates recommendations for customers approaching their stores, using location data to know when customers are approaching. And they segment customers from leveraging data and machine learning and set-up rules based on decision trees mapping their purchase behavior.
So during the data-driven marketing journey, remember to be authentic and let the true meaning of your brand shine. Incorporate your brand promise throughout all of your marketing efforts, and build human connections with diners.
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