In a fast-paced business model, it’s essential to stand out. Your audience isn’t willing to invest time in differentiating their favorite brands and trusted companies. As a result, it’s up to businesses to make themselves visible, noticeable, and memorable to their audience. In the age of hyper-marketization of information and brands, you can’t afford to waste your chances by repeating your message.

Indeed, people are constantly bombarded by information, whether they switch the TV on, check their messages on their phone, or scroll through their social media feeds. However, the digital revolution has also trained users to become more effective at handling large volumes of data. People are unwilling to waste their attention span on content that isn’t new or relevant. More importantly, as a business, repetition in your marketing communication – whether it is accidental or voluntary – can trigger disinterest, disengagement, and mistrust in your target audience. We live in a day and age where a potential customer can keep your company at bay by marking your emails as spam or blocking your social media profile. In other words, avoiding pointless repetitions needs to become your communication priority.

Got new data? Check them

As companies merge, purchase new data, or build new partnerships, they get to extend their database in the process. Indeed, regardless of the business operation, when you add new data, you gain a brand new audience. However, more often than not, the additional data you get is not always new to your company. In fact, without appropriate database comparison, you might miss some costly double entries. Indeed, it is unlikely that businesses that merge or work in partnership don’t share any customers. Typically, they are likely to be active in a similar market niche, and therefore to target the same audience. In other words, if you don’t compare, you’re going to message some of your customers twice. When it comes to data purchase, the process of comparison can be different. Some data brokers offer to send marketing communication on your behalf, which means that you will have to ask them to proceed to a double data check. In other cases, the data received might be incomplete, which makes comparison processes inaccurate.