Why Your Marketing Needs to be Data-Driven
It’s easy to see the implementation of data in you work as an intimidating task, however, you don’t have to be a data scientist or analyst to be a data-driven decision maker.
Why data-driven marketing is important
In 2019, modern generations are more connected than ever. Today, marketing is supported by data-backed research and insights that are providing in-depth analyses of primary target audiences’ needs and desires – and those who are equipped with data-driven capabilities are standing out.
Think about this:
If you were able to know your target group’s pain points, online behavior, and goals, you’d be in a pretty advantageous position to develop your campaigns based on these specificities, right?
It’s becoming quite evident that successful marketing comes as a result of data analytics. Recent studies showed that 75% of companies see increased engagement when they use data-driven marketing.1 As more and more people are becoming connected, data analysis is supporting marketers to make less decisions based on guess work, and determine defined stages of the target audience’s journey – where ultimately, they can make a difference by meeting customer and/or user expectations.
Data enables personalized experiences
Adopting a data-driven approach to your marketing also provides the opportunity for a personalized experience. With the knowledge and execution of search engine marketing (SEM) and search engine optimization (SEO), marketers are not only able to strategize and boost their rankings on search engines, but also tailor their content to make it highly engaging and relevant to targeted groups. Furthermore, marketers are also more assured in the accuracy and effectiveness of their engagement by releasing material at the right time in the customer journey.
Ultimately, as more consumers use online, digital platforms to make purchases, SEM and SEO become invaluable to help companies reach existing and prospective customers – all in a non-intrusive way.
How to utilize data in your marketing
Becoming a data-driven marketer may not happen overnight, but once your understanding is established, you’ll be able to make concrete recommendations for your business that will be backed by the hard evidence.
Here, we’ll identify some valuable steps to take in order to acquire the confidence to become a data-drive marketer.
Create a user-friendly data toolbox
In order to build something successfully, you need the tools to do so. Knowing what matters the most to your company and creating a toolbox with the tools that provide the most effective data is a key step in becoming a data-driven expert. Areas to utilize data include social media marketing, content and SEO, email automation and website optimization.
Collect only the data you need
When it comes to data, quantity and quality play their parts, but if the data you collect is not relevant to your company’s values and ambitions, it will hold no relevancy neither for you nor your customer. Eradicate irrelevancy by doing your research beforehand to ensure that your data provides you with the most essential benefits for your company going forward.
Optimize your social media channels
Publishing the same content across all your social media channels will not cut it in the current digital marketing climate. Difference channels require different approaches. Data helps you to identify which of your social media channels work best for specific campaigns and therefore, you are able to dedicate your content to reach and engage the right audience.
Know your competition and identify their success
There are plenty of data tools out there to monitor your competitors progress. By doing so, you are able to realize your own brand’s positioning, as well as learn from others’ successes and failures (along with your own). It can be as simple as discovering what trends and keywords are relevant at that time and should be integrated into your communications.
Test your content
If you’re unsure about the effectiveness of your content, there are tools out there that can measure the effectiveness of your content. Testing headlines and language for example; data can tell you how to improve your content virality. Also, A/B testing allows you to receive vital data, which tells you what works and what doesn’t in relation to your user’s journeys and experiences.
Benefits of data-driven marketing
Through data-driven marketing, you can turn data into insights that you can use to solve business problems and develop your data mindset.
The are many benefits for acquiring a data-driven approach is long, nevertheless, here’s a few important ones to keep in mind:
- Keep customers updated with beneficial information about your company
- Gain a better understanding of your reach
- Improve customer experience
- Enables you to experiment/take risks
- Limits mistakes
- Allows you to compare the competition
- Position yourself as a thought leader – sharing data/stats
- Become more transparent
At Hyper Island, we learn by doing. We understand that data is the new gold for businesses and that’s why we’ve designed a Data-Driven Decision Making course that aims to boost your confidence to solve real business problems with data.
Read more about the overview of the course here and discover our course goals to turn you into a successful data-driven digital marketer.