How to Become a Data-Driven Marketer
More and more marketers are looking to data-driven marketing to help drive success, but getting it right is complicated and few are seeing results. The objective of this blog post is to make you aware of the modern practice of data-driven marketing and how you can apply this data-driven approach in your day-to-day marketing activities. This technique is among the transformative changes occurring in the world of digital advertising. Let’s first look at what data-driven marketing involves.
What Is Data-Driven Marketing?
Data-driven marketing is a method of marketing that uses data acquired during customer interactions to better understand customers’ motivations, preferences, and behaviors. Many marketers will utilize some of the best ETL tools in the market to manage complex data that they can use in their marketing efforts.
It’s all about having a more relevant conversation with your audiences by delivering:
- The Right Message
- To the Right Person
- At the Right Time
- And at the Right Place
Companies that use data-driven marketing successfully enhance their customer experience which leads to greater revenue and profits. As a result, the Mar-tech and Ad-tech fields have successfully leveraged data-driven marketing to enable the personalization of every individual aspect of the marketing experience.
Data-driven data sources can include:
1. Basic customer information such as:
- Marital status
- Education level
- Credit rating
2. Advanced customer information such as:
- Customer behavior
- Favorite brands
- Mobile phone OS
- Location metadata
- IP address
- Contact information
- General likes and dislikes
Why Is Data-Driven Marketing Important?
There is no question that people have preferences that guide their perception and purchase behavior. A business that caters to those preferences has a far better chance of converting prospects into paying customers.
With the proliferation of big data, innovative marketing teams are using the various data points at their disposal to justify the marketing dollars being spent and to improve their campaign performances. These strategies allow more fruitful Ad targeting and progressive profiling for incredible marketing growth.
Using a data-driven marketing approach gives companies a snapshot of their consumers’ buying habits. With those insights, businesses can tailor their sales and marketing strategies to those customers.
How to Become a Data-Driven Marketer
1. Create Personalized Content and Campaigns
Today’s consumers have become tech-savvy and they are intimately familiar with the tricks and techniques marketers use to capture their attention throughout different channels and platforms. Therefore, if you’re serious about your business and want to grow it over time, you have no option but to deliver exceptionally spot-on, customized content to initiate long-lasting, value-based one-to-one relationships.
2. Capture Customer Feedback in Real Time
Apart from being extremely tech-savvy, today’s buyers like to be constantly connected. Smartphones have transformed the internet world and this has led to customers becoming more connected either through sharing opinions on social media or reviews. If you can capture and respond to customer feedback and opinions in real time, you can turn detractors into promoters.
Customers also get a sense that their opinions matter and that the business cares and therefore they are more likely to become loyal to your brand.
3. Make Wise and Informed Decisions
It’s very important to have thorough insights into what’s working and what’s not working with your marketing campaigns so that you can improve your chances of success. As a marketer, you should be collecting data about your customer’s behavior, engagement, and responses to make informed business decisions as well as operational choices. Knowing the reaction of each consumer to some particular messaging is essential for marketers who want to deliver an exceptional buying experience to their customers.
4. Retargeting Audiences
Nowadays, consumers are continuously switching from one device to another and from one platform to another. Whenever a customer browses or purchases on a website, you can start targeting them irrespective of their online location using platforms such as Google and Facebook. Retargeting is a term that is used whenever a brand makes use of data-driven advertising to target a potential customer who has already moved on to other pages or possibly to your competitors. It provides your potential customers with a gentle reminder of what they were searching for on your brand’s website.
5. Data-Driven Advertising
Whenever you include data-driven advertising within your comprehensive marketing strategy, you can literally reach any contact online regardless of their location. A proper dataset will help you in gaining incredible precision by identifying and choosing individual contacts to create specific content that holds the highest potential of encouraging them to convert.
6. Data-Driven Email Marketing
As a brand, it’s critical to know the importance of email marketing in business. Even though it’s been around for a long time, email communications continue to rank higher than social media for total conversion rates. By being detail-oriented and properly focusing on data, your marketing team can easily create email marketing plans that will result in a higher level of personalization to each customer and higher conversion rates.
7. Paid Search Optimization
With the advancements in the digital world, customers can now quickly access more information than ever before. Indeed, people who click on ads are twice as likely to purchase your product. However, without an optimized pay-per-click (PPC) strategy, your business won’t earn more from a paid strategy. This is why marketers need to constantly reevaluate their PPC campaigns on a routine basis to find opportunities for improvement.
The reality is that successful data-driven marketing isn’t just about collecting data; it is largely about effectively leveraging that data to orchestrate optimal customer experiences with the right customers. The powerful data-driven marketing strategies highlighted in this post can help transform marketing precision into customer value.
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