Why Data, Not Products, is What Your Business Should Be Focusing On


While everyone is looking for the next ‘killer’ product to build an online store or brand around, the truth is that the most valuable commodity is in fact data. The intangible information around customers, their purchasing habits, tastes, and interests is of more value to most than a high-value item; and this is why the most successful companies are those that develop data-driven marketing rather than of pushing product.

These companies will gather data – in a way that is respectful of customers’ privacy and security concerns – and use it to craft the right offer in the right moment for each customer. This will be about reengineering the customer experience to give people what they actually want and need, rather than telling them what you think they need.

Again, it’s important to note that many customers who never used ecommerce much (or at all before) are being forced to shop online for everything from household necessities to business solutions. Physical channels and face-to-face interaction have been sidelined with customers doing their own research online rather than speaking to a dealer for advice,

What this means is that the returns on old-fashioned hard selling are diminishing. Investment in marketing to keep pace with customers has now become crucial. The goal should then be less about pushing product to sell and rather building capabilities to customise offerings for customers and deliver them at the precise time they are needed.

The reality is that products have become commoditised and the differences in the specs and features are not going to matter much to most users. What does matter to them is the utility they get from their relationship with a company. The companies that will lead in the years to come are those that are able to listen to what customers want and rapidly respond.


The ideal tool for markets is an app or service which can help you customise your data collection process, while also offering marketing tools to utilise this data. Digitise is an amazing platform which allows creating websites or forms in minutes, which can be used on mobile or desktops, allowing a wide variety of potential customers to engage with them.

Furthermore, Digitise has a built-in CRM system, which allows you to manage your users’ email addresses, mobile numbers, or any other information provided by your customers; while also creating custom lists which curate your audience into different segments based on their answers or form inputs.

Digitise also has a built-in SMS marketing system, where you can build your own client or user base and create customised SMS campaigns to directly target your audience – whether it be highlighting a sale, new product launch, or just letting people know about your business.

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The team behind Digitise is aware that start-ups need flexibility, so when it comes to costs, there are no contracts or long-term commitments; and there are flexible pricing packages so that you can find the best option for you and your business.

The benefit of using the Digitise platform is that from the front-end of the webpage to the CRM and marketing tools in the background, your entire online toolbox is with the same provider, making the transition in the digital space a hassle-free one rather than a painstaking process of vendor selection and hunting down the right service providers.

Why not sign-up and get cracking on your business now? Check out Digitise here.


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