Why brands needs to be on the marque when it comes to data

As a group of professionals who are deeply immersed in the marketing industry we are bombarded daily with examples of best practice. Taking big data as an example, it’s all too easy to fall into the trap of thinking that every brand is doing a brilliant job of targeting us all with pinpoint precision.

Except the reality is often so desperately disappointing.

I bought a new Range Rover Evoque a year ago. I don’t get much in the way of communication from Land Rover other than endless email surveys that I’ve tired of completing, especially as there is no feedback or thanks in return.

So you can imagine that I was quite excited to receive a personalised letter inviting me to a VIP event at my local Land Rover dealership. I was told to call or email to secure my place as numbers were strictly limited. I wasn’t quite sure what I was being invited to, but it looked exciting enough for me to get in touch. It transpired that I was essentially being invited to an event to flog me a stock car. Why on earth would I be in the market for a new car I asked when I’d just bought one a year ago? The caller simply explained that they’d ‘gone through their database’ and invited everyone. So much for targeting!

The caller was unable to explain what if anything was VIP about the approach and the event. But the experience did leave me feeling let down and thinking much worse of the marque as a result. Surely in this age of big data companies can do better. I know car dealerships are a thorny issue for manufacturers but there is simply no excuse for a sloppy approach of this kind.