Expert Advice on Building a Data-Driven Marketer
“Today is the age of knowledge .”
Marketing continues to evolve to the changes caused by the digital age.
Very similar to the end-users, companies should be ready to adapt effectively within the fast-paced environment of the digital world to successfully see results.
With growing consumer expectations for businesses to be online and personalize
their experiences, companies should take active steps into developing their own data-driven digital marketing strategy frameworks to satisfy the demand.
This data-driven framework will assist you not just gain insights on the way to better serve customers online, but also assist you to develop more reliable strategies that guarantee durable results.
This is called data-driven marketing.
What is data-driven digital marketing?
Data-driven digital marketing may be a concept wherein companies
use data from their customers to predict their needs, wants, and possible behaviors within the next few years.
Methods like predictive analytics,
for instance, can assist you to predict or anticipate changes in
how they interact together with your pages and/or websites, and even stay one step before your competitors.
This systematic approach has been vouched for by marketers and corporations.
consistent with Forbes,
66% of selling leaders believe that this strategy increased their customer acquisition rate.
But very similar to other strategies in marketing, a data-driven approach still meets tons of trials and errors.
It also takes a big amount of your time to wield the facility of knowledge
and build frameworks that employ to make successful campaigns.
It’s an honest thing then that, as a data-driven digital marketing agency,
these are often the things we all know best.
We’ve done our time with the research and data crunching and handpicked
the simplest advice out there to assist you’re taking that first
or maybe your next big step, into data-driven marketing.
If you would like to urge a head start, then read the following pointers below.
Data-driven marketing tips from the experts
Combine data for a far better understanding of your audience.
It’s all about using the proper information.
Know your consumers on a private level.
Find the issues to urge the trend.
Having a high digital maturity is the key.
Be channel-specific.
If you can’t read data, have someone read it for you.
- Combine data for a far better understanding of your audience.
Casey Carey, Platforms and Publishing Marketing Director of Google,
believes that companies shouldn’t
just settle for reading data gathered from a customer’s interactions with ads or engagements on the website.
consistent with Carey,
This leads to a “fragmented view of your customer”
in which you’ll find yourself missing critical pieces of the puzzle in insight development.
This aligns with the key digital marketing trends we’re seeing in 2021 that pertain to non-linear customer journeys.
Meaning that they don’t just interact with a brand in one or two channels, exclusively.
Often their journeys have tons of twists and turns before they finally reach the conversion goal.
In that regard, she suggests that marketers should look beyond first-party data sources,
but also look into third-party sources to urge a “holistic understanding of your audiences.”
From this assessment, you’ll then get a gauge of who your audiences are,
what they have, and the messages that resonate with them.
In turn, thereupon data,
you’ll make sure that your marketing and business strategies are accurate and can achieve the simplest results.
- It’s all about using the proper set of data.
We get it, data gathering is often and is overwhelming.
To refine the chaos that’s your data,
it’s important to understand which sorts of information you ought to collect and analyze in the first place.
A quick tip: always gather info on your competitors.
Danielle Castello of Pyramid Analytics backs that up by saying that asides from your own,
you furthermore may need to be conversant with your competitor’s performance.
It is imperative to know that your company doesn’t have a monopoly over the playing field, especially on digital.
Your direct competitors are an honest benchmark for digital executions since they’re going to be likely targeting equivalent consumers such as you.
Ask yourself: does one have competitors whose campaigns caught your attention?
If the solution thereto is ‘yes, then that’s your cue to level that campaign and see which parts of it you’ll adapt into your strategies and executions.
This goes in line with the purpose added by Castello that competitor data is
“not for you to repeat except for you to possess a far better understanding of what could work and the way to enhance that strategy to your advantage.”
With constant practice, you’ll assure that you’re not only overtaking your competitors but also widening the gap between you and them.
- Know your consumers on a private level.
As digital marketers, and because of Google Analytics and a couple of other surveys and analytics tools here and there,
you’ve got first-hand data of what your customers like, dislike, and react to often.
Using crucial information like this will assist you to come up with smooth and personalized campaigns to realize attention, traction, and action from your customers.
In the words of Brian Solis of the CMO network, “extreme personalization is the new personalization.”
As customers begin to expect quite just personal engagement,
they also demand that the engagement come at the proper time, on the proper device, and with the proper message.
Through extreme personalization, Solis asserts that campaigns deliver “exponential accuracy and better results which immediately impacts your bottom lines.”
- Find the issues to urge the trend.
Trends are usually what users follow, except for marketers,
this will be the answer to a far better digital marketing strategy.
confine mind that your marketing campaigns are only one step to creating someone to bite into what you’re selling.
Knowing where the issues lie is the crucial point to understanding what to unravel and eventually the way to solve it.
This was perfectly demonstrated by Ivan Dimitrov whose data practices were cited by WordStream as a stellar example of data-driven marketing.
Ivan shares that he analyzed every single action their customers combat on their site.
Their efforts uncovered exactly where their visitors stopped being interested and other patterns. Using this data,
Dimitrov and his team improved their campaigns and achieved better results.
- Having a high digital maturity is the key.
Digital maturity is the backbone of a contemporary business approach.
That’s to some extent demonstrated
by Salesforce and their Senior vice chairman Jon Fee in an investigation on the performance seen by non-profits during the pandemic.
According to their study, organizations with high digital maturity fared between three to nine percent better than medium digital maturity organizations.
They also noted that these organizations are “not only simpler
at pivoting their operations at the onset of the crisis, they’re also more likely to possess won grant increases,
and more positive about the longer term .”
To achieve high digital maturity, it’s crucial that you simply start with the fundamentals, which are tools.
What you’ll do now is begin to canvass digital marketing tools
that your business might need.
Then follows the training and mastering of those tools.
On the other hand,
if your organization is pressed for time to develop this expertise,
you’ll always reach an expert data-driven agency that will assist you.
- Be channel-specific
Another important tip from Salesforce’s Jon Fee is to hit the channels
that your customers are currently consuming. because of today’s technology,
This is often information you’ll easily gather.
Using the knowledge of consumer device preferences, you’ll customize your audience targeting
consistent with the channels that best work for them.
For example, almost everyone now’s on their smartphone.
you’ll come up with a mobile-friendly strategy so you’ll reach customers easily.
Optimizing your websites to accommodate a mobile layout may be a good initiative, too.
More than making your targeting more accurate, putting
a priority on targeting their preferred channels also makes
the acquisition journey easier for your audiences – a win-win for both company and customer.
- If you can’t read data, have someone read it
If you would like data to get in the driver’s seat of your business,
but have little to zero knowledge on crunching the info into insights,
let data scientists assist you out!
Save yourself and your team from deep-end analysis paralysis and seek help from people that know their stuff.
That’s one of the key steps to making a data-driven culture suggested
by Oliver Wyman Labs Head of knowledge Science and Analytics David Weller, as he says:
Data scientists should be constantly collaborating with other business teams
“so that the language of analytics can meet and complement the whole business.”
And honestly, we couldn’t agree more.
Conclusion
Becoming a data-driven company could also be tons of labor,
but with the proper tools and team to assist,
you’ll become the highest company within the game.
During your endeavors to require your business in a more data-informed direction, remember these crucial points.
Be data-driven, but maintain empathy for your consumers. Data can only tell you tons of things about your customers.
But at an equivalent time, it lacks the human element that creates campaigns
that resonate strongly with them –
this is often something that only empathy and just being human can allow you to try to do.
Data insights are still hooked into the expert watching the info.
Without an expert who can read and distill insights from the info,
then the info will just find you as dead weight on your disc space.
At the guts of a data-driven business remains the experts
who develop the insights and refine them into beautiful strategies and campaigns.
Get thinking, but also get cracking.
When watching data, many of us fall under the trap of ‘analysis paralysis.’
Which, admittedly, is extremely hard to shake off even for the simplest data analysts.
Always bear in mind that data is merely useful when insights are put into action.
Only then are you able to begin to realize these high-performance results?
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