Data-driven marketing has never been complicated and looks it never will be. You collect data about customers and use it to guide your marketing efforts. Although the idea is simple, its implementation may not be effortless. The amount of data being dealt with is vast and most clients are averse to trying out something new when the existing seems to work fine. That being said, customer data-driven marketing is the best way to create and curate marketing content for your audience, and personalize the same with a message while sending. But why is all this important? Following statistics say it all!
- YOU CONNECT WITH THE RIGHT PEOPLE
Data-driven marketing lets you pinpoint who your marketing campaigns should be targeted towards, or how to reach them. No marketer would like wasting time and creating campaigns with brilliant marketing content or discounted price, to reach out to people who would most probably not buy the product. Identifying the target audience should be the first exercise with data-driven marketing. Data like sales numbers, customer feedback, page visits, purchasing trends and ad clicks should be used to figure out which customers are likely to be influenced by marketing and make a purchase.
- YOU UNDERSTAND WHY THEY MAKE A PURCHASE
Inappropriate targeting puts to waste all marketing efforts. Seller and buyer may have different views while purchasing. Taking an example of a business making running shoes, it would be prudent for them to understand if people are actually running in those shoes, or buying them as a fashion statement. The answer to this question would help him bring a more focused approach to marketing efforts and change the portrayal of the product to a larger set of customers.
- CONTENT HITS THE MARK
When data-driven marketing is used to figure out who your customers are, then you have an idea what content would reach them effectively. You will also have an idea as to what issues they care about, or what headlines they will click on or even how to keep them engaged with your brand.
- MEASURE SUCCESS
When you use data-driven marketing, you don’t have to measure success with sales figures. You can see how individual customers reacted to campaigns, apart from how the campaign fared overall. What did they buy? What the process was like as they proceeded to their purchase? Did they click on the email or blog post, but still not make a purchase? These are important questions and their answers show you towards are more intuitive and personalized approach to marketing. As the data is used correctly, you are shown a road-map towards fulfilling your customers’ needs and wants. The infographic below shows how C-level executives prioritize their data-driven marketing efforts-
Today, 87% of marketers feel that data is any organization’s most underused asset. So how do you incorporate data-driven marketing into daily business, in order to get the benefits? Read On
1. Building A Framework
There’s no way you can take all the data that’s being generated and put it into context without any strong framework in place.So start by using tools like content analytics, content marketing platforms or social listening technologies. Almost all organizations maintain a database of customer or prospect information, so most probably you have most of the data you need.
2. Putting Data To Work
Next step is to start using that data to create content. By now, you have an idea of what’s might work based on the data obtained. And at this point, you’ll see that you just don’t have one typical buyer—even within demographics, you may have customers coming to you for different reasons. To put the data to use, begin by identifying topics that will interest your target audience based on the data available. Create captivating content around those issues, and be ready to branch naturally into a different area of interest that comes along. The hard data shall be the driving force but do not to lose the human element in your content.
3. Engaging The Audience
If you’re putting out the data-driven quality content regularly, then this next step should come naturally. You should aim to create a community and engage the consumers of your content in quality discussions that are linked to your story. This mostly involves targeting different channels such as blogs or social media but also includes influence marketing. Whatever the strategy is, make sure it is proofed and ready to go. The place your audience sees your message means nearly as much as the message itself.
4. What To Measure
Marketing efforts and great content mean nothing if the effect is not measured. By now you should have all the tools and the framework in place to analyze new data as enters. You can find out what has been most effective based on the metrics you have prepared, and then make changes accordingly. Regularly measuring the effects of marketing efforts will ensure that you stay on target, acquiring the right audience, and showing them influential content you have at your end.
Data-driven marketing has already become very important in 2017. Insurance, Healthcare, Service Providers, Automobiles, everyone. That is because more businesses are becoming aware of the potential ROI that it represents. Do not delay the process of putting your data to good use. Start planning the data-driven marketing strategy today.