What is Data-Driven Marketing?

The demand for relevant messages by consumers has led to a significant increase in the use of data-driven marketing. Last year, over 63% of marketers reported increasing their spending on data media advertising, with about 20% of overall marketing spends going in this direction. Data-driven marketing isn't new, however, in recent years it has grown quickly and become a hot topic and strategy across the USA.

If you find yourself asking, “What is Data-driven marketing” or “ is data-driven marketing right for my business?” then we hope this article will answer a few of your questions.

Let’s jump right in, and start with a simple breakdown of data-driven marketing.

  • Data-driven marketing uses collected information to initiate marketing activities that can be better adapted to the needs and wishes of your customers.

  • Data-driven marketing involves collecting customer data and then using it to create a marketing strategy.

  • Data-driven marketing uses customer information as a key element in creating a more effective sales and marketing campaign.

  • Data-driven marketing is in part, the development of tailored and relevant campaigns that customers respond to.

  • Data-driven marketing provides statistics that attribute successful results to specific marketing efforts.

  • Data leads to a better understanding of ROI and it is critical to ensure that your customers are at the heart of your marketing flywheel.

  • Simply put, a data-driven approach uses customer information and behavior as a basis for developing targeted marketing strategies from conquest to conversion.

The ability to use data-driven marketing helps you create marketing strategies that are in sync with customers’ expectations, behaviors, and demographics. With a data-driven marketing approach, your business can take a snapshot of its customers' buying habits. More and more businesses have moved a large portion of their marketing spends from broad scope marketing to using data-driven marketing, thus avoiding waste, and reaching a strategically targeted audience.

Data-driven marketing enables marketers to see how they can optimize their marketing efforts for the most effective tactics, including social media, digital advertising, and other forms of digital marketing. It helps identify marketing strategies and formats that work across all channels, whether digital, traditional, mobile, social, or any other type of marketing strategy.

With technological advances enabling the collection, organization, and analysis of vast amounts of information, data-driven marketing has become a key component in effectively creating personalized and relevant consumer experiences. Using this data for your marketing strategy can help you engage with your customers on a more intimate level. When you serve an advertisement for something a person needs or wants, they are more likely to engage with the ad and convert at a higher rate. In addition, a data-driven marketing strategy can help you develop and publish marketing campaigns that speak to your custom audience and builds valuable trust, thus creating loyal customers.

74% of customers say they feel frustrated when seeing advertisements that are irrelevant to their wants or needs.

You too have been targeted by data-driven marketing. Brands like Amazon, Wayfair, and even political campaigns have achieved great success through data-driven marketing campaigns. It can sometimes cause us a little unrest to think of all the data being tracked on us individually, however for marketers, being able to use data to deliver a marketing message to the right person, at the right time, with the right message, benefits not only the brand but the consumer as well. From predictive marketing to marketing with artificial intelligence, these data-driven solutions have become an essential part of successful marketing campaigns for those who are ready to advance their marketing strategies.

Studies show that most professional marketers use data-driven marketing to improve ROI and measurability. It also enables marketers to understand what their audience is looking for, enabling more personalized services. For example, it allows marketers to analyze and offer products and services to which consumers are most responsive, which is often analyzed by A & B tests. Perhaps the biggest advantage of data-driven marketing is the ability to create highly targeted campaigns with personalized messages. Data-driven marketing enables brands not only to create leads but also to adapt campaigns to the specific needs of their customers. With data analytics, a brand is able to identify if a user is more likely to respond to a BOGO offer or a 50% off offer and design a marketing strategy unique to each. When doing this on a level of thousands of consumers, the engagement and conversion rates increase dramatically. Data-driven marketing helps companies deal with new information and improve the quality of their products and services while keeping pace with changes in the marketing environment.

Data-driven marketing can also help you identify certain content that leads prospective customers through the sales funnel. This is often used when designing websites and landing pages. Using data-driven marketing, you have the information you need to bring data across marketing channels, content, and email campaigns into your SEO market. It’s important to understand the data you already have and that you are aware of what you can collect, analyze, and use to improve your marketing efforts. Successful Data-driven marketing comes down to fine-tuning relevant data and approaches to reaching your customers.

There is no doubt that traditional marketing focuses exclusively on the awareness piece of the marketing pie, while data-driven marketing takes a broader look at the entire customer journey. When data-driven marketing works well, it is part of a digital marketing transformation in which connecting with customers throughout their lifecycle is critical.

In summary, data-driven marketing is about integrating and optimizing marketing efforts in the age of empowered consumers and big data. Data-driven marketing is not a fad, it’s the future of the marketing and advertising industry, and getting the right data is a fundamental prerequisite. It is a strategy based on the collection of consumer interactions and obligations, not only in terms of data collection and analysis but also in terms of a marketing approach that can deliver better results. Getting the right data and approaching consumers in the best possible way will be key to gaining a better understanding of them, their needs and preferences for marketing, and expectations of their products and services.

To learn more about how to use data-driven marketing for your business reach out to us at Tia@MinzoniMarketing.com

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