Marketing is all about data. Using data, you can get to know your audience and figure out the right time to approach them. Which is incredibly important in the new age "Age of Assistance" because consumers expect the best experience. In this blog, we share three data-driven marketing tips to reach your audience at the right time.
From a study by Google shows that businesses grow and generate more sales when they send the right message at the right time.
Understanding and reaching the right target audience is key to a successful marketing strategy. To better understand your customers, it is important to look at customer behavior patterns and trends. Based on this, you can take targeted action to reach the right people at the right time.
With integrated data and a powerful platform with built-in machine learning , you can gain insight into users that allows you to know when to post interesting and relevant messages for best results. Machine learning is a method of data analysis that discovers patterns in Big Data. This forms the basis for an algorithm. By constantly adding new data to the algorithm, the model continues to ''learn'' and thus you can accurately predict new, specific patterns.
Google's research shows that successful marketing leaders have three characteristics in common that you can take into your marketing strategy as tips:
Successful marketing leaders think digital first.
Customer segmentation and technology helps you to be customer-centric in your marketing strategy. The more information sources you have at your disposal and link them, the better picture you get of your target audience.
Almost all marketers agree that you need to understand the customer journey across channels and devices before you can be successful. Technology and integrated data can give you better insight into your target audience.
Chris Murphy, head of digital experience at Adidas, describes his vision: "If you really want to be customer-centric, you have to think digital first. And to do that, you have to be data-driven."
Adidas, for example, uses audience insights to sequence its brand and e-commerce messages for maximum impact. Dedicated teams collaborate on campaigns to carefully sequence messages and test and optimize results.
By thinking digital first and acting on data, you can connect consumers more and provide a personalized and relevant experience within the broad digital ecosystem.
Marketing leaders are concerned, among other things, with how their ads are displayed, whether they are effective and which ones led to the best results. Control over investments and channels is the key benefit of integrated analytics and ad technology in marketing.
They are aware that linking customer information to how they deploy media is essential. In some cases, this means bringing their marketing and advertising technology in-house. After all, it requires daily access to data. When you connect internal teams, data and analytics can be expanded and merged to arrive at the right decision-making.
Rituals recently brought their marketing technology management in-house. This provides greater insight and control. The team now uses dashboards with real-time data to make the right digital decisions.
Rituals is now able to deploy their ad technology at the right time, in the right way, and be able to manage efficiency on a daily level. By having the management in-house, they began to see connections between what they do in different countries in terms of awareness and what impact this has on performance channels such as email and paid search. They can then capitalize on this and get optimal results through this.
Managing in-house means more insight and control which ensures better results. Leads that come in can also be forwarded directly to the matching teams for proper follow-up.
Successful marketing leaders share their insights with the team.
To have a data-driven mindset throughout the organization, it is important that insights are accessible to everyone. For example, use a unified platform that is easy for everyone to use to create and view reports. Based on that information, they can do their jobs more effectively and efficiently.
Link your systems, create more control and share insights. Those are the three characteristics of successful marketers who use integrated analytics and ad technology to generate optimal results in the process: showing the message at the right time when the consumer needs it.
Getting to know your target audience will also help you figure out when and how to reach them.
THAT is the path to growth and a successful marketing strategy.
Need help?
