Why Your Marketing Needs to be Data-Driven
In this day and age, there’s no excuse for not knowing what your customers want. There are now a wide variety of tools that enable marketers to capture a range of data at particular stages in their marketing campaigns. Gone are the days of mass, untargeted broadcasting. The digital age has brought about widened reach, but pinpoint targeting accuracy.
Adweek created an infographic that clearly shows us how marketing evolved through time. In the 1960s, marketing was mostly used at a mass targeting level through direct mail and advertising. 20 years later, direct marketing was used along with computer processing to target specific segments of the population through direct mail and telemarketing. In 1995, email marketing began and flourished, and when Apple released the first iPhone in 2007, users became even more tightly connected to their mobile devices.
Fast forward to 2017, users are highly mobile and yet utterly dependent on their handheld gadgets to stay connected. Marketing today is driven by data-backed research and customer information that can be captured at every stage in the buying process. We don’t need to guess what people want; we just need to know where to look. The World Wide Web has indeed revolutionized the way we do marketing.
Marketing needs to be data-driven to be effective. If you know your target user’s behavior, goals, pain points, and challenges, you can develop marketing campaigns that cater to their specific needs. Data such as a user’s browsing patterns, social media activity, online purchase behavior, and other metrics can help you focus your marketing efforts on what works. So, collect as much information about your target market as much as you can. This data will be at the core of any successful marketing strategy.
Not convinced yet? Here are the top 5 reasons your marketing needs to be data-driven.
According to CMO, 53% of marketers claim that there is a high demand for customer-centric communications. Big data and innovative analytics tools enable marketers to create highly targeted campaigns with personalized communications.
With carefully analyzed data to back their marketing strategies, marketers have a much better idea of what and when to send marketing messages. This timeliness and accuracy increases the chance of striking an emotional chord with the audience and encouraging positive engagement.
Enhanced Customer Experience
Customers want information that’s useful to them. Through data-driven marketing, campaigns are targeted towards a specific need. A study conducted by GlobalDMA found that 49% of brands use data-driven marketing to enhance the customer experience by conducting satisfaction surveys and identifying areas for improvement.
Optimized Marketing Channels
Leads generated through Facebook respond differently to leads generated from the Google Display Network (GDN). This is why marketers need to create and implement their strategies according to which channel leads are coming from to optimize conversion rates
With data-driven marketing, you can identify which channel performs the best, and which message evokes the desired user behavior. You can also identify which content format works the best at any given time in any marketing channel—be it email, social media, or blog posts.
Increased Customer Engagement and Loyalty
Data-driven marketing facilitates more personalized content, which users show their appreciation for through increased engagement. Because your marketing message is relevant to their needs, users will be more likely to like, share, and engage with your content.
With increased user engagement comes brand trust, and with brand trust comes enhanced brand perception. In the long-run, this leads to increased purchases, loyalty, and advocacy.
Continuous Quality Improvement
New information derived from metrics and data enable marketers to continuously improve your marketing campaigns in tune with the customer’s ever-changing needs. Data-driven marketing helps businesses deal with new information and improve the quality of their products and services to keep up with changes in the marketing environment.
Being data-driven also improves the overall quality of your data, so long as you’re refreshing your database often enough. Areas this can improve are data completeness, standardization, accuracy, consistency, and integrity. All of which affect the efficiency of your data.
Advanced data analytics and metrics are at your fingertips. There are various tools, both free and paid, that entrepreneurs and companies can employ to study the marketing behavior of users. To improve every marketing campaign, you really need to know everything about your users. That’s what target marketing is all about in this digital era.
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