Following hunches, making educated assumptions, and relying on personal preferences never leads to anything good when you need to make sound business decisions. In digital marketing, you need to support every decision with substantial data and industry-relevant information. No matter how much you believe you know your target audience, your ideal customers, or how long you’ve been in your field of work, digital marketing success requires leveraging data and ongoing analytics.
What’s more, it’s crucial for companies to embrace a kind of curiosity and a mindset of ongoing learning to be able to refine their marketing success over time. That way, your data can tell the story of how your customers are evolving and how their needs are changing with the market. To help you make the most of the data you collect, we’ve listed a few strategic suggestions. Add them to your digital marketing processes to truly learn from your data and thus grow your brand.
Tailor your budget better
Every single digital marketing campaign you build is a potential source of crucial information about your customers. You can use that information to turn your marketing into a much more effective source of revenue, and even more so, you can improve your strategies by using more cost-effective solutions and marketing options at your disposal.
Why pour all your funds into paid ads if your target customers respond better to influencer campaigns or informative blog posts? Data is the only way to start refining your budget to allocate your funds more appropriately.
Utilize automation in reporting
Collecting and analyzing data is a time-consuming process prone to human error, when done manually, that is. With the right level of automation in this process, you can simplify your marketing output, and above all, prevent errors that could lead to completely unsuccessful campaigns. So, instead of using raw, unfiltered data, you can harness the power of automated reporting software that will filter what matters most and deliver actionable reports tailored to your needs.
Automation reduces the time you need for collating customer information, so that your marketers can focus on the most creative portion of the process.
Deliver an improved user experience
Every bit of customer-oriented content and presentation from your business can be improved, rest assured. This is a common topic among marketers in e-commerce, since tweaking the checkout process, introducing additional payment methods, and presenting security seals are just some of many ever-changing aspects of digital marketing today. If you don’t keep up and introduce changes when they arise in your industry, you will inevitably fall behind.
Adapting your design but retaining brand consistency is a form of art in its own respect, but it needs to be supported by the latest data. Recognizing the latest trends and needs in user experience will allow you to invest in the right aspects of user experience.
You need relevant data to be able to set realistic goals and define your KPIs for all your marketing campaigns. Industry and customer data allows companies to elevate their ROI not just for individual marketing campaigns, but for long-term strategies, as well.
From testing, focus groups, surveys, all the way to seeking direct customer feedback and tapping into the numerous analytics tools your website and other platforms have, you can collect an abundance of information that will help you recognize the most profitable, sales-boosting tactics and marketing campaigns. By spotting these successful moments, you can make sure to analyze them more thoroughly over time and start applying the same and similar principles in your future campaigns to increase their ROI potential.
So, let’s start by using a bit of data to support this claim: about 80% of customers are more likely to buy when presented with a personalized experience, and at the same time, 78% of brands say that they don’t have enough quick data to provide such experiences. Failing to collect, analyze, and refine your data management strategies will ultimately lead to unoptimized marketing campaigns that lack that personal touch.
Each customer coming to your website, opening your emails (or subscribing to them to begin with), and commenting on your social media posts will be an invaluable source of information that will help you personalize their future interactions with your business. You can adapt your content output based on what has gotten the most traffic on social media, while you can produce emails that have had the highest click-through rate – and then sprinkle it all with a touch of personalization to secure return business and engagement.
As time goes by, data will become ever more present in digital marketing, and a pillar of creating and customizing successful campaigns. This is your only source of trustworthy information that you can use to appeal to your target demographic, and most of all, to turn your brand into an industry leader that stands out of the crowd. More companies might join the playing field, but your usage of data will give you the much-needed advantage to propel your brand to success.