Data-driven marketing is a powerful tool for businesses to reach their target audience most effectively. Unlike traditional marketing, which relies heavily on intuition and guesswork, data-driven marketing leverages data from multiple sources such as customer surveys, website analytics, social media activity, search engine queries and more.

This critical information can be used to create personalised marketing strategies for each customer – 40.5% of consumers prefer ads that are tailored to their interests – to ensure that your efforts are focused on the right audience at the right time with the right message.

Source: https://www.grenismedia.com/blog/45-digital-and-targeted-advertising-statistics/

By understanding your customers better, you can develop more targeted campaigns that over time are more likely to have a higher return on investment.

 

What makes data-driven marketing distinct from traditional marketing?

Traditional marketing has been a staple of the business world for decades, and it continues to be an effective way to reach customers. When done well, it is built on a foundation of studies (such as focus groups, customer surveys, and past sales trends) and a marketer’s expertise, gut instinct, and anecdotal experiences. This information is used to craft messaging and target audiences. This time-honoured approach to marketing has been successful for many companies and remains popular today.

Data-driven marketing is a relatively new concept that uses data analytics tools and artificial inteligence algorithms to gain insights into customer behaviour. Data-driven marketers use this information to create more targeted campaigns that are tailored specifically to their target audience’s needs and interests. This allows them to deliver more personalized messages that are more likely to result in conversions.

While traditional marketing still has its place in the modern business world, data-driven strategic marketing is quickly becoming the preferred method for many brands due to its ability to provide more accurate results.

 

The benefits of Data-driven marketing (hint – it’s ROI)

Put simply – better Return on Investment. It can be difficult to figure out where your advertising money is going to waste. With a more data-driven approach, you can find out which part of your marketing budget is creating the most conversions or brand recognition.

Here’s how it works…

Lead Attribution

Where are your leads coming from? Where are they dropping off?

Answering these questions will help you identify which channels are performing well, and which need improvement. You can then use this data to adjust your strategy and marketing resources accordingly to ensure that you’re getting the most out of each campaign. With the right marketing attribution tools in place, you can gain valuable insights into how customers interact with your brand, allowing you to make more informed decisions about your marketing efforts to increase your conversion rate.

Marketing attribution is an important step for your marketing team looking to understand campaigns more effectively. It involves tracking your customer journey from start to finish, and understanding which channels or tactics are driving the most conversions.

Attract qualified leads

Lead generation involves creating attractive product offerings to capture the attention of prospects and convert them into customers. However, it is not just the number of leads that matters, but their quality as well. To ensure that you are attracting qualified leads who will eventually become customers, you need to understand your target market and create product offerings that appeal to them.

Data-driven marketing can help you gain insights into what your customers are looking for and identify holes in your marketing strategy. With this information, you can create solutions that precisely address their needs and attract high-quality leads who are more likely to convert into customers.

By investing in data-driven marketing strategies, you can increase the chances of generating revenue from your lead-generation efforts.

Lead nurturing

Lead nurturing is an essential part of any successful marketing strategy – staying in contact with potential customers until they are ready to make a purchase. It’s necessary to strike the right balance between interacting too much and not enough, as either can hurt the customer journey.

Data collection is key when it comes to lead nurturing. By collecting info on the leads being nurtured, you can gain valuable insight into what content types they will be interested in and how close they are to making a purchase. This information can be used to create a tailored customer journey for each lead, increasing the chances of them becoming customers, and improving conversion rates, which in turn increases your sales and grows your business. If you have a dedicated salesperson or team – this process makes their chances of closing sales far better.

Segment Your Audience

By breaking down your target audience into smaller, more specific groups, you can create targeted messages that are tailored to each segment’s needs and interests. This allows you to reach the right people at the right time with personalizsed messages that will resonate more effectively than a general broadcast.

For example, if you have a shop that sells both men’s and women’s clothing, it would be beneficial to create two separate sets of marketing messages for each gender. Similarly, if your company has multiple locations, the tactics used in Cardiff may differ from those used in Newcastle. There are countless ways to divide your audience based on factors such as age, location, gender, interests and more – all of which can help you craft more effective marketing campaigns that will drive better results.

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Better Content Marketing and SEO

Content marketing isn’t just about creating great content; it’s also about making sure that your content reaches the right people at the right time. SEO research will help do just that by providing you with the data you need to make informed decisions about which topics to focus on, which keywords to target, and how best to reach your target audience. Websites like SE Ranking and SerpStat (which we use) provide invaluable data that can help you get a better understanding of what works in your industry by gathering data and reviewing the strategies of competitors, and craft content plans that are tailored to your audience.

SEO research should be considered an essential part of content planning, and keyword analysis should be undertaken to identify low-competition, high-traffic keywords – which are far more likely to succeed than if they were relying solely on your writing ability and guesswork to write blog posts and webpages.

Retarget your advertising

Retargeting (and remarketing) is an important strategy if you are looking to reach customers across multiple channels. By using customer data, retargeting allows you to keep your brand top-of-mind with users who have already expressed interest in your products or services. For example, suppose someone browses specific products on your website but doesn’t make a purchase. You can use retargeting strategies such as social media advertising or abandoned cart email marketing to remind that customer about those products.

Retargeting campaigns can be a great way to increase leads and awareness for your business. To get started with retargeting, it’s important to understand the basics of how it works and what strategies will be most effective for your business. We cover retargeting in far greater detail here.

Increased customer satisfaction

In today’s digital age, potential customers are more aware than ever of the importance of customer satisfaction. They understand that businesses need to be genuine and authentic in order to build trust and loyalty. To ensure increased customer satisfaction, data-driven marketing is a great tool, it helps you learn more about your existing customers and prospects so you can meet their interests and needs for a better customer experience.

For example – you can avoid flooding their customers’ inboxes with emails that will likely end up in the junk/spam folder. Instead, create content that is tailored to each individual customer’s interests. This approach helps businesses build trust with their customers by showing them that they genuinely care about providing them with the best possible experience. Ultimately, this leads to increased satisfaction and loyal customers which results in higher sales and revenue for the business long term.

 

The Challenges of Data-Driven Marketing

I hope by now, you can see why data-driven marketing is such a powerful tool for businesses, However, there are a few challenges that can keep you from extracting the full benefits or from reaching customers in an effective way. It requires time and resources to ensure the right policies and controls are in place, as well as the proper talent and technology. Even if all of these pieces are in place, it can be difficult to understand where to start…

You need to know your audience

Data-driven marketing is a powerful tool for businesses, but it can only be effective if you have an accurate understanding of your target audience. Knowing who your customers are and what they want is essential to creating successful campaigns. To get the most out of data-driven marketing, you must first take the time to get to know your audience.

And yes – this means we’re going to talk about personas again.

Start by conducting research on your ideal customers and building buyer personas that accurately reflect their needs and wants. Educate your teams on these profiles so everyone is on the same page when it comes to targeting potential customers. Talk to existing customers to gain an understanding of who is purchasing your products and why.

You can also conduct focus groups, where you can ask questions to a live audience, then use their unedited feedback to better understand your target audience. Knowing who you’re trying to reach will allow you to create more successful data-driven marketing plans that will support your business’s growth.

Extracting the Right Information

Gathering a large amount of data won’t help your marketing strategy unless it’s the right data.

If your data isn’t accurate then you may be making marketing decisions without knowing what your customers need. According to a Havard Business Review study, almost half of the data entries have at least one critical mistake. So it is essential for your marketing team to set up clear data quality collection before you can really implement a data-driven marketing strategy.

Source: https://hbr.org/2017/09/only-3-of-companies-data-meets-basic-quality-standards

To really get the most out of a data-driven strategy, you need a team with the right skills and software with the features to assist you in making the best decisions.

Staying Compliant with data protection law

Data Protection laws are designed to hold organisations accountable for how they use customer data, making sure that customers’ privacy is respected and their data is secure. Data compliance has become an essential part of any business operation to avoid legal trouble, and also make your marketing more transparent, trustworthy, and effective.

You must be mindful of how you use collected data and ensure that it is done in a way that benefits the customer. Consumers may want personalised experiences, but they don’t want organisations to know everything about them and are increasingly aware of their rights when it comes to data privacy and transparency. According to the Harvard Business Review, 79% of consumers said they would stop doing business with a company if they learn their personal data is used and collected without their knowledge.

Source: https://hbr.org/2018/06/to-regain-consumers-trust-marketers-need-transparent-data-practices

So you need to be transparent with how data is collected and used – and give consumers the ability to opt out of data collection in accordance with the General Data Protection Regulation (GDPR).

 

It’s worth the investment

The complexity of data-driven marketing is worth the effort. With the right strategy in place, you can gain valuable insights into customer behaviour and preferences that will help you craft highly targeted messages that resonate with your audience. Additionally, you can use data-driven marketing to measure ROI more accurately and make decisions based on real-time analytics.

The future of data-driven marketing looks very promising. As technology continues to advance, so too will our ability to use data to create more effective campaigns. Ultimately, this type of marketing strategy can lead to increased sales and improved customer loyalty over time.

 

Xposure & Data-Driven Marketing

We work with CEOs, marketing directors and sales directors to build creative and data-driven marketing campaigns that deliver an ROI. Based between Mansfield & Newark in Nottinghamshire our boutique marketing agency services provide hands-on experience and knowledge to businesses throughout the East Midlands.

If you need help with implementing using data-driven marketing. If you feel your current supplier is not delivering for you or you are ready to proceed to the next level, then please get in touch. We work with businesses on a monthly bases to help them keep in touch with clients and potential customers, identify potential markets, create exciting online marketing campaigns and deliver leads and sales to the bottom line.

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