Today’s digital marketers have seen a massive influx of new channels, tools, and platforms designed to help collect and analyze data on target customers. Data-driven marketing allows marketers to stay relevant in today’s highly competitive B2C world; by staying up-to-date on the latest trends and resources, they are able to build successful data-driven marketing strategies tailored to their specific target audience.
Digital marketers know all too well how the whims and preferences of their customers can change in an instant. Using the extensive amount of customer insight collected from big data analysis allows brands to predict these changes and, subsequently, future consumer behavior.
Successful data-driven marketing strategies are built using these big data insights and analysis, collected through consumer interactions and engagements. By understanding existing data, potential data, and how to organize, analyze, and apply that data to improve their efforts, B2C marketing experts can optimize and personalize the customer experience. That personalization allows their brand to foster overall customer loyalty and stand out from the noise of today’s digital landscape.
Four Data-Driven Marketing Examples
But how can data-driven marketing truly fit within today’s modern business strategy? Outlined below are four real world examples to show just how successful the implementation of a data-driven marketing strategy can be.
1. Retargeting Audiences
Consumers are constantly bouncing from device to device, and from platform to platform. When a customer purchases or browses on a website, why not continue to target them regardless of where they are? Retargeting is the term used when a brand uses data-driven advertising to target a potential customer who has since moved on to other pages, and perhaps even competitors, giving them a gentle nudge and reminder of what they were looking at on the brand’s site.
Retargeted ads can be used on other websites, including social media sites, and can be especially helpful when a potential customer abandons a cart, as the ad can help remind them of what they left behind. As most marketers understand, retargeting is a critical component to the data-driven strategy, but by using available data, marketers can leverage marketing technology to offer customers hyper-relevant offers. For example, when a customer buys a pair of running shoes, a retailer could use this purchasing data retargeting to offer them additional running products like socks, accessories, clothing, and an invitation to join the company’s running club.
2. Data-Driven Advertising
By including data-driven advertising within their overarching strategy, marketers can reach any contact online, no matter where they are. Utilizing data insights and marketing automation solutions can create hyper-targeted smart ads that will boost retention, reach, and ROI.
Data also allows marketers to achieve ultimate precision, by identifying and selecting individual contacts to receive specific content that carries the highest potential of driving them to convert. Brands can use customer data to develop key marketing tools, like social profiles and other online data, which allow marketers to create smarter, more effective ads that result in higher conversions rates.
Another great example of this specific use case can be found on social media. Facebook and other social channels provide great ways to both advertise, and collect first-party information about customers. Through dynamic ads, marketers can create a two-way communication channel feeding into the brand database for future use.
3. Paid Search Optimization
Today’s digital consumers have access to information quicker than ever before. Between social media channels and ultra-quick search engines, people spend less and less time looking for what they need; by knowing what customers are searching for, marketers have access to an invaluable piece of knowledge. In addition, by optimizing paid searches, marketers can see which keywords target audiences are searching, and even those keywords most frequently applicable to their competitors.
Marketers can then use that data to create better content for customers, optimize for search, and drive valuable traffic to the website.
4. Data-Driven Email Marketing
Email marketing is a huge part of most brands’ marketing strategies. By focusing on data, marketers can create email marketing plans that deliver a higher level of personalization to every customer.
Creating and delivering content based on a customer’s specific preferences is the best way for brands to build long-lasting relationships with their target audiences. Nowhere is this more true than when looking at their email inbox, where marketers can create true, data-driven email marketing campaigns. This means finally being able to deliver the right message, to the right person, at the right time.
These four real-world examples are just a few ways that data-driven marketing has changed the way marketers analyze big data. With such an influx of new channels, tools, and platforms, building a successful data-driven strategy provides marketers an easier and better way to stay connected with their target audience.
Learn how Emarsys can help your brand build a successful data-driven marketing strategy.