Drive and Scale Your Marketing with Data

3/18/19

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By Sarah Malcolm, COO of The Content Funnel

Insights on Content Marketing from RoOomy’s Lindsay Dillon

Content marketing is how companies drive awareness and educate consumers about their product benefits. Virtual reality and augmented reality is an area still new to the commercial real estate industry and general public. More work needs to be done to educate brokers, service providers, and consumers about the benefits of VR/AR technology and its applications.

We’ve been impressed with the marketing from roOomy, a leader in AR/VR applications and 3D modeling. As the Vice President of Strategic Partnerships and Marketing at RoOomy, Lindsay Dillon is tasked using content marketing to make AR more approachable outside the gaming context. We recently picked her brain about how she approaches marketing and where she thinks the industry is heading.

About Lindsay Dillon

Dillon has tackled the entire marketing and branding funnel for over a decade. She blends a creative mindset with an analytical approach to measuring success and results. What Dillon loves about marketing is the process of creating a story and determining what channels are the best for spreading that story: email, paid search, social, etc. She’s an expert in omnichannel marketing.

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The basis for marketing

At roOomy, they’re building cutting-edge immersive staging tools. Dillon aims to find ways to tell the story in a way that makes someone take action. For figuring out which channel works best, she recommends turning to the data.

“Break it down to a simple math equation based on a hypothesis, and confirm that this tactic/platform/campaign is designed to reach your target audience at scale while driving incremental value,” Dillon recommends.

Data is crucial to decision-making

Dillon recognizes that personalization and targeting is a challenge when a company like a startup doesn’t have a large database of users. That’s why it’s vital to identify and study your most important target groups based on your business principles, the ”why you exist in the first place and the problems you are solving,” says Dillon.

As marketers, she says, we have to ask questions, listen, and study our audience. Lindsay structures the data she receives in a way that makes it easy to see what a consumer is attracted to their products and services.

So is being smart about your budget. The most expensive campaigns aren’t necessarily the most successful. Again, it boils down discipline and data.

“Today’s platforms allow you to get super targeted, and simply starting with a few campaigns (paired with the discipline to stay within your CPA range and determine a starting point for your attribution strategy) you can be incredibly efficient with your marketing efforts to drive qualified people to your business.”

The Future of Marketing

So where is content marketing going? Dillon is eager to see some ad platform and tech disruption. She’s also hoping to see the authenticity trend grow. Specifically, she pointed out how brands who build inclusivity, using Chromat swimwear as an example of using real people and real stories.

“I think this is an important path all marketers should follow, beyond just highlighting product reviews on your site or selecting a few customer testimonials.”

The end game of marketing

Marketers can be creative as they want, but in the end, it’s about action. “Even those simple PPC ads are meant to drive someone to take an action based on what they want,” Dillon says. The data tells us how to get the audience to take actions. The most important thing is to test and keep testing, to find what works and how to scale it based on your key performance indicators


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