More and more data is showing how mismatched marketing and lack of personalization turns users off from brands (parcelLab).

Understanding your audience doesn’t mean needing to spend a ton of money or time on fancy research and analysis There are quick and effective ways to use the data or people you have access to already in order to garner valuable learnings.

Leveraging your existing customer database

Your customer database is a great resource for information and people that can be tapped to shape your customer-facing marketing communications.

Real-world example: building a better brand

Pathfinders recently partnered with the online bookseller Better World Books to develop their brand positioning work. As we worked on identifying what made the brand different from the competition and why people would shop there, we wanted to validate our understandings regarding:

  1. What their customers cared about
  2. Customer perception of the brand

With time and budget a factor, we tapped into their current customer database to get some answers.

What we did

We developed and distributed a 10-question survey that was designed to take participants about six minutes to fill out. Users were contacted via email and provided a link to the online questionnaire; additionally, they were promised a follow-up with a promo code if the survey was completed.

Hand holding mobile phone that is displaying an example question from the survey that was sent to customers as part of the content marketing tactic

The results

The survey responses helped us dive into their customers’ mindset, priorities, and motivations. The insights gained helped guide our branding decisions, and customers appreciated the chance to voice their feedback. A win-win for everyone.

Working smarter, not harder

Before or at the planning stage for your next marketing strategy, be sure to discuss with your digital ad agency partners what customer relationship information and tools you may have, such as a Customer Database or other marketing analytics. You may be able to get big-budget research results with a much lower budget research investment.

Discover More Strategic Marketing Execution Examples

 

Related Insights

CPG
DTC
Financial
Icon of moues cursor and webpage.
Financial
How to design a high-converting credit card landing page
Your credit card landing page isn’t just a destination, it’s the gateway to conversion. In today’s fast-paced, mobile-centric world, ... more
Series of email icons
Financial
Designing a credit card activation email series that works
Whether you’re launching a new credit card or looking to rejuvenate a card activation campaign that hasn’t yielded the expected ... more
Money being invested in a campaign, represented by an orange megaphone, created additional profit
Financial
How to help your organization understand marketing’s impact​
Feel like you’re constantly defending your marketing budget? We get it. Marketing impacts nearly every part of a business, but it’s ... more
An illustrative orange credit card
Financial
Comprehensive guide to credit card marketing
Are you wondering where to start with developing your credit card marketing strategy? Great news: you're in the right place. With the number ... more
Six account icons in various colors
Financial
Elevate your credit card marketing with personas
In the competitive world of credit card marketing, understanding your customer is key.
Crafting effective customer personas can be a game-changer. Customer personas ... more
An illustrated yellow envelope
Financial
Direct mail still matters in credit card marketing
In the fast-paced world of credit card marketing, where digital channels dominate, direct mail marketing still holds significant value. Direct mail credit card ... more
SEE ALL INSIGHTS
Copyright © 2025 Pathfinders. All rights reserved.
Cookie Policy | Privacy Policy