Marketing decisions in the 21st century aren’t based on guesswork on intuition anymore. Instead, they are guided by big data collected from sales, customers, and ads. Data-driven decision-making, or DDDM, drives a company’s marketing strategies to make its promotional efforts more effective. Data-based marketing goes by many names, such as predictive or statistical marketing, because, instead of speculations, marketers base their decisions on the information gathered from consumers.
87% of marketers believe that data is their companies’ most under-used asset right now. This article shows why data-driven marketing is the future of advertising and how business owners can use data-based strategies effectively in 2023.
How does data-driven marketing benefit you?
What sort of data should you collect? Generally, marketers collect information about customers’ buying history, demographics, socioeconomic status, and other relevant factors. This data can give you relevant insights into your customers’ behavioral patterns and help you understand what they want from you. You can use this information to develop in-demand products and create resonating messages to attract an audience. But how can you learn about data-driven marketing and operate a business simultaneously?
Distance learning can help business professionals become more familiar with statistical marketing. Marketers can enroll in a digital marketing analytics course online to learn how to leverage analytics to make effective marketing campaigns. Such a course helps you utilize data for better-informed decision-making and optimize marketing expenditures. We all know DDDM can drive more sales and generate more revenue for a business. Let’s discuss precisely how data-driven marketing helps you gain these goals:
Reach your audience
Marketing strategies fail when marketers don’t know how to reach their audiences. But that’s a sort of problem statistical marketing intends to solve. You need to deliver your message to the right people to make it work; otherwise, it’ll be ignored by people who aren’t interested in what you have to sell. To reach your audience:
- Create buyer personas
- Identify who your targeted audiences are
- Find the best media channels to reach them
- Create personalized messages (such as emails)
- Measure your results to assess their effectiveness
Produce relevant content
Content grabs a customer’s attention and inspires people to trust your brand. But creating inspiring content isn’t easy, particularly when you don’t know what motivates your targeted audience. Many surveys show that Gen Z considers traditional ads “a wall of noise,” and 75% of consumers find these ads excessive. For this reason, social shares are declining despite blogs increasing by 800% in the last five years. Data-driven marketing, therefore, helps you produce relevant content to drive more sales.
Avoid being invasive
Data-driven marketing can resolve the problem of your ads being perceived as invasive. Surveys show that almost 80% of Americans are concerned with how brands utilize consumers’ data without consent, thereby not approving of brands collecting and selling any usable info. Data-driven marketing doesn’t just help you collect this information, but it also shows how brands can prove their value to customers. Discuss how you provide this value and follow transparent data-collection techniques to win over your customers.
Better customer experience
Collecting customers’ information can help marketers improve the customer experience on their websites. Statistics indicate that 88% of customers never return to a website after a bad experience. It means that a positive customer experience drives more sales by building a bond of trust between businesses and consumers. This positive experience can be achieved with data-driven marketing, i.e., by learning what’s driving visitors away from the website and then fixing these issues such as:
- Your discount codes don’t work properly
- The interface isn’t interesting and convenient
- Other customers leave negative reviews on the site
- The webpage takes 3+ seconds to load on their screens
- You are asking them to create an account to purchase stuff
See what works
Statistical marketing helps you measure the outcomes of your marketing endeavors; you can evaluate what works for your company and what doesn’t. It means you don’t have to spend your money marketing to people who will never respond. In other words, data-driven ads in the future are exactly what your business needs to optimize its marketing expenses. You measure metrics like your emails’ CTR (clickthrough rate) to ensure your marketing policies are working as they should.
How do you implement data-driven marketing?
Another problem emerges when marketers, who are well-versed in the benefits of DDDM, don’t seem to know how to implement it properly. What are the techniques involved in statistical marketing? We will discuss some of these techniques you must know about. Don’t forget that marketing can be a broad topic, so different traditional techniques can easily be tweaked with data for better outcomes. It seems proper to mention some of the best data-driven marketing methods marketers are now using:
- Create buyer personas: First of all, all the information you have gathered about people – their purchases, demographics, socioeconomic status, and so forth – will lead to creating buyer personas. These personas will help you make better-informed decisions by understanding your targeted audience. Leverage these avatars to reach correct marketing decisions. You must create different personas based on the different types of customers you have to reach out to and deal with.
- Use paid ads: Contrary to what some marketing experts might say, paid ads still work; it’s a lack of merely data-based research that causes PPC campaigns to fail. When implemented effectively, every dollar a brand spends on paid ads can give it two dollars in return, Google statistics indicate. Ensure your PPC campaigns are driven by reliable data; find the keywords your targeted audience uses to make your ads more effective. That’s how paid advertising can help you attract more visitors to your website.
- Personalize your emails: Marketers can simply increase an email’s CTR by personalizing it, and this personalization is possible with data-based marketing. You can leverage a customer’s purchase history to send relevant ads and automate the process to ensure irrelevant products aren’t advertised. That’s how you send the right message to the right person. Put some videos in those emails to have a higher chance of generating leads and conversions.
- Create retargeted ads: You shouldn’t neglect those visitors who have abandoned your website. Instead, use data to learn why they bounced off and leverage this information to hone your ads and retarget these people. Surveys show that brands can reduce cart abandonment by 6.5% via retargeted advertisements.
- Offer some specials: Companies often offer coupons to entice more customers, thereby making consumers feel valued. Remember that your targeted audience wants to save money; data may help you understand what sort of discounts customers appreciate. You can use this information to tweak your promotional campaigns and advertise the right coupons to the right target audience.
What did you learn?
We’ve established that data-driven marketing helps brands make informed decisions, release demanded products, and create inspiring messages for advertising. You can reach your audience easily, assess your customers’ experience, and avoid making invasive-looking ads. With data-based marketing, your content becomes more effective while you spend your money only on the most profitable marketing channels. A marketer should learn how to implement a statistical marketing strategy. It involves personalized emails, buyer personas, and paid ads. Moreover, you can retarget your audience and offer them some specials. All you have to do now is to pursue a marketing analytics program to hone your marketing expertise.