Data-driven marketing is no longer some novel concept, or just an extra ingredient in the mix. It has established itself as a mainstay of modern marketing, which points out to the rapid evolution of the whole marketing landscape. In the wake of these trends, we are able to drive engagement with the right audience via appropriate channels. While traditional tactics fail to hit the mark and produce significant results, the brave new world of marketing takes the efficiency to a whole new level.
The Driving Force
Data is the fuel marketing engines consume, a factor with a profound impact on the digital strategies. It empowers marketers to translate their efforts into tangible results, among which conversion stands prominent. On the other hand, gut instinct does not get you very far and often gives you a misleading idea about what converts.
What is more, this planned strategy allows marketers to discover new audiences and customers. Through it all, one task remains vital: To identify the kinds of messages that will resonate with the audience. For this to happen, it is of the utmost importance to figure out who your customers are and what do they want and need.
An average internet user spends a whole lot of time researching, shopping, and socializing online, and the trick is to make sense of all this and unravel associated patterns. This is no small task as audiences and communities become more fragmented and display varying cultural preferences.
Also, one cannot just tap into the immense pool of data and capitalize on its sheer quantity. It must be integrated, processed, and enhanced in order to provide actionable information. In other words, the challenge is to reduce the overwhelming volume down to the manageable bits. It helps to learn to ask the right questions and use your online assets to obtain data.
Tools of the Trade
The data can be collected from merged database records from marketing, interactions with external touch points (website behavior or marketing campaigns), historical purchases, as well as integrated third-party data. In addition, you can use a spreadsheet as a road map for tracking all marketing qualified responses.
Furthermore, do not fail to deploy the tools that do the heavy lifting for you. Some of the most popular ones are Facebook Insights, Marketo, Google Analytics, and Twitter Analytics. Moreover, note that you may use a BI software to gather and manipulate data more efficiently. And once you shed some light on the buying journey, it is much easier to adjust your aim.
So, it is necessary to achieve a quick access to data and at the same time possess the analytical means. And as the influx of data gets bigger and faster, it calls for data solutions that enable users to put together multifaceted profiles and input from a multitude of fluctuating sources. The best way to pull this off is to integrate data sets in real time and contextualize marketing campaigns.
The User is King
The key to boosting conversions is to develop a deeper understanding of consumer behavior and optimize the customer experience, the main competitive differentiator. User-friendliness and personalization are the defining characteristics of a positive brand exposure, so it is small wonder that 70% of marketing strategies set these as their prime goals.
Other common objectives involve email personalization, fine-tuning of landing pages, better content generation, contact data segmentation, retargeted advertising, etc. Some marketers focus on improving Facebook advertising with Custom Audiences feature, others turn to keyword research tools to include high-impact phrases into content, and there are those who keep track of indicators such as coupon redemption rates.
Finally, remember that some of the most successful marketing strategies are omni-channel ones. Marketers must not only render the site accessible across multiple devices, but also develop personalized messages for each one. Likewise, it pays off to adjust the content to the medium, not the other way around.
Success by Design
Data is pivotal to marketing success. It enriches the customer experience across touch points and equips us with means of retaining and growing the audience. That way, one can keep the fingers on the pulse of consumers and employ your digital assets to collect valuable insights. The origin of greatness is where the synergy of data, technology, and analytics takes place. Thus, harness the power of data-based approach to stay ahead of the pack and generate devoted brand ambassadorship.