How Data-Driven Culture will revolutionize Digital Marketing
The success of any business depends on a good understanding of the customers. From Ethnographic studies to satisfaction surveys, the exercise of getting closer to the customers and better meeting their desires and anxieties has been constantly changing as new technologies emerged.
A new paradigm is presented to companies: by collecting data from all activities occurring online, companies have at their disposal a huge amount of information. The big challenge is not the amount of information about their customers, but how to use this information appropriately.
For marketing and sales, a methodology has shown the way:
What is Data-Driven Marketing?
Data-Driven Marketing is a methodology that aims to build marketing strategies taken from the insights taken from Big Data analysis. These data, collected through interactions, engagements, and connections, are the basis for building custom campaigns and approaches, increasing company revenues.
In a recent report of Certain, companies had increased ROI by 10-20% after using Data-Driven strategies. According to eMarketer magazine, 40% of brands plan to expand their budgets for Data-Driven strategies.
How does Data-Driven Marketing Work?
- Easy, functional and effective customization
Large amounts of data allow the development of incredibly targeted campaigns, made to dialogue with and capture small niches. A survey of Monetate showed that companies that have met their sales targets in 2017 used customization techniques in 83% of the time.
- Decisions based on data
The more we know about the desires and frustrations of consumers, the more effective will be the value propositions presented to them. Collecting data directs decision making in more assertive ways, decisively increasing customer satisfaction and return on sales.
- Consumer’s Journey
With so many ways, digital and physical, to arrive at a product and close a purchase, the consumer journey gains a plurality difficult to be completely designed by the companies. The Data-Driven strategies are assembled from a better understanding of this plurality, enabling the creation of specific content for each step of the buying process.
Data-Driven Marketing needs to be strategic
According to Kyle Mears, Seek Business’ automation manager, more than 60% of consumers prefer to do research on their own and complete purchases without talking to a salesperson. For her, this shows that data is important, but the strategy needs to be adapted to each client group.
“Before taking any decision based on data, we need to reexamine the data and ask the question: why this information is important”, says Mears.
The analysis of these data is very valuable and tells the best way to approach your persona and provide a broader overview of your preferences. But those who believe that the data alone will do all the work are mistaken.
Geomarketing: location data directing campaigns
Big Data from the location data allows viewing and broader understanding of the areas and their audiences.
Companies have been incorporating geomarketing in their strategy a few years ago, evolving the way segmentation in place is made and allowing the campaigns to attract customers in an assertive and personalized way.
For example, if a particular app has access to data on buying preferences of a user, it can send automatic push notifications or emails whenever you have a next offer him
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