The MHEDA Journal - Second Quarter, 2018 - 58

CONVENTION
DIGITAL MARKETING

SPEAKER
Data-Driven Techniques to
Transform your Digital Marketing

I

BY NICK REID

n this rapidly-changing digital age in which we live, it can
be a challenge for dealers, OEMs, and distributors to keep
up with new marketing techniques in addition to all the
other hats they wear.

However, savvy business managers
have made staying up to date a priority. As the capabilities have expanded,
the digital marketing opportunities
have also expanded, particularly for
those that are data-driven. One of the
most important factors in marketing
success is the use of data.
It may have been daunting in the
past to maneuver data to get it to
work well for you. But the evolution of
major digital platforms, such as Google
Adwords and Facebook, has presented
more opportunities for you to get more
out of your data than ever before.
We'd like to take a look at new techniques and technologies that are making it easier for you to reach potential
customers and new prospects.

Matching Users on
Dominant Ad Platforms
The historical challenge in marketing is making sure the right people
see your ads. It has always been easy
to get your ads in front of people, just
not the right people. Now, data-driven
targeting has made it possible to zero
in on the exact prospects you want
to reach. Many platforms are taking
this to the next level by expanding
on what data they can capture. The
58

MHEDA | themhedajournal.org

democratization of data matching
makes these capabilities accessible to
every marketer.
The two dominant ad platforms,
Facebook and Google now allow businesses to upload their own customer
and prospect lists which are then
matched to users of those platforms.
While you may think this is only relevant for B2C marketers, the match rates
for business emails is quite high, particularly on Facebook. The match rates
get even better when you compliment
email addresses with phone numbers,
business locations, mobile advertising
IDs, and visitors to your website.
These matching capabilities, available to every advertiser, empower you
to overcome the historical challenge
of marketing: your ads are shown to
the right people at the right time. And
beyond the benefits of capitalizing
on the right prospects, your marketing also becomes more efficient. You
aren't showing your ads to the wrong
prospects and wasting those advertising dollars.
Once you realize the possibilities
for data-driven digital marketing, it's
time to think of the possibilities of the
data you may already have or have
access to.

How Dealers, Distributors,
and OEMs Can Target
Specific Lists of Buyers
Customer Lists & Repeat Customers
You most likely already have data on
your current customers in your CRM.
Knowing who is a new customer or a
repeat customer and which equipment
they've bought allows you to segment
your messaging based on maintenance opportunities, buying cycles,
and loyalty.
These additional datasets allow you
to go beyond showing ads to the right
people at the right time. They allow
you to deliver the right message to the
right people at the right time. Your customer data is already an asset to your
business. Using that asset for digital
marketing leverages it even further.
However, using your customer data
is only part of the equation. What
about prospects that haven't bought
from you?

Equipment Buyer Data
Because you want to be in front of
people who buy equipment, not just
people who buy your equipment, you
need data on equipment buyers. Having
equipment purchasing histories, current
equipment details like brand, model,
size, etc. helps you to identify the right
future customers for your business and
gives you the information needed to
target your advertising message.
For example, many lift truck dealers
and OEMs subscribe to EDA, a dynamic
data platform with 30 years of equipment buying history. That data can be


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Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2018

Chairman’s Perspective
From the Desk of Liz Richards
Editor’s Note
Ask Your MHEDA Board
2018 MHEDA Calendar
MHEDA MEMBER PROFILE
@ WORK
WOMEN IN INDUSTRY
INDUSTRY PULSE
Exhibitors Showcase Guide and Floor Plan
Exhibitor Summaries
DESIGNING YOUR BUSINESS FOR THE 21ST CENTURY
UPSIDE, PROFITING FROM THE PROFOUND DEMOGRAPHIC SHIFTS AHEAD
9 QUESTIONS FOR LEADERS
WHEN PROCESSES ARE NO LONGER OPTIONAL
CAN YOU STILL COMPELETE ON YOUR VALUE ADDED?
KEEPING PACE WITH CUSTOMER EXPECTATIONS
WHY CULTURE?
WHAT DO WE DO WITH THE NEW GUY/GIRL?
DATA-DRIVEN TECHNIQUES TO TRANSFORM YOUR DIGITAL MARKETING
NEW DISC DASHBOARD
New Members
Spotlight on Association News
MHEDA Milestones
Index of Advertisers by Product Category
Index of Advertisers Alphabetically
The Last Word
The MHEDA Journal - Second Quarter, 2018 - Intro
The MHEDA Journal - Second Quarter, 2018 - cover1
The MHEDA Journal - Second Quarter, 2018 - cover2
The MHEDA Journal - Second Quarter, 2018 - 3
The MHEDA Journal - Second Quarter, 2018 - 4
The MHEDA Journal - Second Quarter, 2018 - 5
The MHEDA Journal - Second Quarter, 2018 - 6
The MHEDA Journal - Second Quarter, 2018 - 7
The MHEDA Journal - Second Quarter, 2018 - 8
The MHEDA Journal - Second Quarter, 2018 - 9
The MHEDA Journal - Second Quarter, 2018 - 10
The MHEDA Journal - Second Quarter, 2018 - Chairman’s Perspective
The MHEDA Journal - Second Quarter, 2018 - 12
The MHEDA Journal - Second Quarter, 2018 - From the Desk of Liz Richards
The MHEDA Journal - Second Quarter, 2018 - 14
The MHEDA Journal - Second Quarter, 2018 - Editor’s Note
The MHEDA Journal - Second Quarter, 2018 - 16
The MHEDA Journal - Second Quarter, 2018 - Ask Your MHEDA Board
The MHEDA Journal - Second Quarter, 2018 - 18
The MHEDA Journal - Second Quarter, 2018 - 19
The MHEDA Journal - Second Quarter, 2018 - 2018 MHEDA Calendar
The MHEDA Journal - Second Quarter, 2018 - 21
The MHEDA Journal - Second Quarter, 2018 - MHEDA MEMBER PROFILE
The MHEDA Journal - Second Quarter, 2018 - 23
The MHEDA Journal - Second Quarter, 2018 - 24
The MHEDA Journal - Second Quarter, 2018 - 25
The MHEDA Journal - Second Quarter, 2018 - 26
The MHEDA Journal - Second Quarter, 2018 - @ WORK
The MHEDA Journal - Second Quarter, 2018 - 28
The MHEDA Journal - Second Quarter, 2018 - WOMEN IN INDUSTRY
The MHEDA Journal - Second Quarter, 2018 - INDUSTRY PULSE
The MHEDA Journal - Second Quarter, 2018 - 31
The MHEDA Journal - Second Quarter, 2018 - 32
The MHEDA Journal - Second Quarter, 2018 - E1
The MHEDA Journal - Second Quarter, 2018 - Exhibitors Showcase Guide and Floor Plan
The MHEDA Journal - Second Quarter, 2018 - E3
The MHEDA Journal - Second Quarter, 2018 - Exhibitor Summaries
The MHEDA Journal - Second Quarter, 2018 - E5
The MHEDA Journal - Second Quarter, 2018 - E6
The MHEDA Journal - Second Quarter, 2018 - E7
The MHEDA Journal - Second Quarter, 2018 - E8
The MHEDA Journal - Second Quarter, 2018 - E9
The MHEDA Journal - Second Quarter, 2018 - E10
The MHEDA Journal - Second Quarter, 2018 - E11
The MHEDA Journal - Second Quarter, 2018 - E12
The MHEDA Journal - Second Quarter, 2018 - E13
The MHEDA Journal - Second Quarter, 2018 - E14
The MHEDA Journal - Second Quarter, 2018 - E15
The MHEDA Journal - Second Quarter, 2018 - E16
The MHEDA Journal - Second Quarter, 2018 - E17
The MHEDA Journal - Second Quarter, 2018 - E18
The MHEDA Journal - Second Quarter, 2018 - E19
The MHEDA Journal - Second Quarter, 2018 - E20
The MHEDA Journal - Second Quarter, 2018 - E21
The MHEDA Journal - Second Quarter, 2018 - E22
The MHEDA Journal - Second Quarter, 2018 - E23
The MHEDA Journal - Second Quarter, 2018 - E24
The MHEDA Journal - Second Quarter, 2018 - E25
The MHEDA Journal - Second Quarter, 2018 - E26
The MHEDA Journal - Second Quarter, 2018 - E27
The MHEDA Journal - Second Quarter, 2018 - E28
The MHEDA Journal - Second Quarter, 2018 - E29
The MHEDA Journal - Second Quarter, 2018 - E30
The MHEDA Journal - Second Quarter, 2018 - E31
The MHEDA Journal - Second Quarter, 2018 - E32
The MHEDA Journal - Second Quarter, 2018 - E33
The MHEDA Journal - Second Quarter, 2018 - E34
The MHEDA Journal - Second Quarter, 2018 - E35
The MHEDA Journal - Second Quarter, 2018 - E36
The MHEDA Journal - Second Quarter, 2018 - DESIGNING YOUR BUSINESS FOR THE 21ST CENTURY
The MHEDA Journal - Second Quarter, 2018 - 34
The MHEDA Journal - Second Quarter, 2018 - 35
The MHEDA Journal - Second Quarter, 2018 - 36
The MHEDA Journal - Second Quarter, 2018 - 37
The MHEDA Journal - Second Quarter, 2018 - UPSIDE, PROFITING FROM THE PROFOUND DEMOGRAPHIC SHIFTS AHEAD
The MHEDA Journal - Second Quarter, 2018 - 39
The MHEDA Journal - Second Quarter, 2018 - 40
The MHEDA Journal - Second Quarter, 2018 - 9 QUESTIONS FOR LEADERS
The MHEDA Journal - Second Quarter, 2018 - 42
The MHEDA Journal - Second Quarter, 2018 - WHEN PROCESSES ARE NO LONGER OPTIONAL
The MHEDA Journal - Second Quarter, 2018 - 44
The MHEDA Journal - Second Quarter, 2018 - 45
The MHEDA Journal - Second Quarter, 2018 - CAN YOU STILL COMPELETE ON YOUR VALUE ADDED?
The MHEDA Journal - Second Quarter, 2018 - 47
The MHEDA Journal - Second Quarter, 2018 - KEEPING PACE WITH CUSTOMER EXPECTATIONS
The MHEDA Journal - Second Quarter, 2018 - 49
The MHEDA Journal - Second Quarter, 2018 - 50
The MHEDA Journal - Second Quarter, 2018 - 51
The MHEDA Journal - Second Quarter, 2018 - WHY CULTURE?
The MHEDA Journal - Second Quarter, 2018 - 53
The MHEDA Journal - Second Quarter, 2018 - 54
The MHEDA Journal - Second Quarter, 2018 - WHAT DO WE DO WITH THE NEW GUY/GIRL?
The MHEDA Journal - Second Quarter, 2018 - 56
The MHEDA Journal - Second Quarter, 2018 - 57
The MHEDA Journal - Second Quarter, 2018 - DATA-DRIVEN TECHNIQUES TO TRANSFORM YOUR DIGITAL MARKETING
The MHEDA Journal - Second Quarter, 2018 - 59
The MHEDA Journal - Second Quarter, 2018 - 60
The MHEDA Journal - Second Quarter, 2018 - NEW DISC DASHBOARD
The MHEDA Journal - Second Quarter, 2018 - 62
The MHEDA Journal - Second Quarter, 2018 - 63
The MHEDA Journal - Second Quarter, 2018 - New Members
The MHEDA Journal - Second Quarter, 2018 - Spotlight on Association News
The MHEDA Journal - Second Quarter, 2018 - 66
The MHEDA Journal - Second Quarter, 2018 - MHEDA Milestones
The MHEDA Journal - Second Quarter, 2018 - Index of Advertisers by Product Category
The MHEDA Journal - Second Quarter, 2018 - Index of Advertisers Alphabetically
The MHEDA Journal - Second Quarter, 2018 - The Last Word
The MHEDA Journal - Second Quarter, 2018 - cover3
The MHEDA Journal - Second Quarter, 2018 - cover4
The MHEDA Journal - Second Quarter, 2018 - outsert1
The MHEDA Journal - Second Quarter, 2018 - outsert2
The MHEDA Journal - Second Quarter, 2018 - outsert3
The MHEDA Journal - Second Quarter, 2018 - outsert4
The MHEDA Journal - Second Quarter, 2018 - outsert5
The MHEDA Journal - Second Quarter, 2018 - outsert6
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