Looking back on 2023, the Barbie movie was a box-office whirlwind. But was it pure enchantment or a concoction of strategic data management and MarTech wizardry? Let’s consider what the movie makers may have used or at least could have used to have a successful campaign.
Data Marketing that speaks directly to every heart – that’s the reality sculpted by clean first-party client data. It’s not mere numbers; it’s a symphony of insights conducting tailored campaigns:
Astronaut Barbie to Space Aficionados: Utilising precise audience segmentation, every trailer, could be a targeted missile of engagement. Imagine presenting an Astronaut Barbie” teaser to space enthusiasts. Clean data makes this precision possible.
Fanning Favourites: Digging into past data (a lot of it – Barbie data is 65 years old) allows for strategic predictive analysis, possibly why each Barbie character highlighted had its individual fanfare. Past interactions hold the secret to future preferences. The Barbie movie might have deduced which dolls were fan favourites and crafted trailers around them.
Enhancing Personalisation: With accurate data, every advert can feel like it’s crafted just for you. Perhaps, that’s how every child felt when the Barbie movie trailers rolled.
1/3 of brands have sought a third-party sorcerer like Acxiom to unravel the mystery of marketing analytics and bridge their marketing analytics skill gap.
Source: A third of brands hit by data and analytics skills gap (marketingweek.com)
Customer intelligence isn’t just about numbers; it’s about insights that tell a story. Engaging the audience is one thing; holding a mirror to their expectations, desires, and behaviours is another.
At its core, Acxiom specialises in deriving actionable insights from vast data pools:
A Nostalgic Voyage for All Ages: From ’80s Barbie to Contemporary Barbie, understanding unique demographics could curate promotions that nudged at every generation’s cherished memories. Different age groups have unique Barbie memories. Crafting trailers that resonate with each demographic can amplify engagement.
Striking at the Right Hour: Did the Barbie movie serendipitously launch at the perfect time, or was it a calculated stride, guided by historical audience patterns? Tracking movie-going patterns could have influenced best release dates for the Barbie movie.
Interactive Campaigns: Ever left a movie review or taken part in a film-related poll? Such strategies can drastically elevate audience engagement.
The creative genius of marketing technology married to the execution excellence of advertising technology. It is like merging the creativity of Picasso with the precision of Einstein.
Unbroken Journeys: A seamless adventure from the first ad encounter to the moment the ticket is bought – an undisturbed narrative perhaps skilfully orchestrated by a unified view of customer interactions.
Adapting in Real Time: Mid-campaign twists and turns to navigate through the best path as the audience reacts – a strategy, if employed, that kept the Barbie campaign ever fresh and relevant. Imagine altering a campaign midway because data suggests a better strategy.
Enhanced Outreach: Platforms talk to each other, ensuring that you see the Barbie ad, whether you’re reading a blog or watching a video.
Only a mere 18% of brands have truly mastered the art of extracting and employing insights from marketing analytics.
Source: Gartner Reveals Only 18% of Brands Have Mastered Their Extensive Martech Stack
What the Barbie movie might have used. While we can only speculate, Barbie’s marketing arsenal might have boasted:
Library of Souls (DMPs and CDPs): Think of a vast library, each book a user’s story, neatly categorized. While DMPs (Data Management Platforms) help to organize and use vast amounts of third-party data, CDPs (Customer Data Platforms) gather and organize first-party data, providing a more personal, individualized book for each user.
A Market of Possibilities (DSPs): A smart marketplace which ensures Barbie’s spectacle was seen by every potential fan, wherever they traversed in the digital realm.
The theatre (CMS): Crafting, managing, and highlighting promotional content for the movie.Incorporating the CDP gives a more detailed picture of how personalised and tailored marketing strategies can be, especially when targeting specific audiences. This nuance is critical in a where consumers expect tailored experiences.
Enter Acxiom, the modern marketer’s Merlin. The silent architect behind magnificently successful campaigns across Europe:
Golden Data (Data Enhancement): Like refining gold, Acxiom purifies first-party data, filling historical gaps.
Navigating the MarTech-AdTech Ocean: Acxiom dives deep, unearthing where data gaps lie and plotting a course to bridge them.
Strategic Assistance: Drowning in the vast sea of MarTech and AdTech choices? Acxiom’s compass finds true north, guiding brands to the most suited solutions. Plus, they’re there, navigating the ship if you so wish.
In an age where data and technology are the lighthouses guiding marketing ships, understanding their intricacies is pivotal. Whether you’re a CMO or a marketing enthusiast, embracing these tools is non-negotiable.
Intrigued by the magic potential of modern marketing? Hungry to replicate Barbie’s success or launching a new product? Unravel the answers and unlock the power of data driven decision making with Acxiom.co.uk’s offerings.