Data-Driven Marketing - Effective Customer Engagement
Big data is the process of analyzing large data sets in order to obtain patterns related to behavior, activity, and other important customer information. Data-driven marketing has one goal: reaping profits for your company by engaging with customers more effectively. That may sound simple, but for a neophyte it may appear complex. Nevertheless, it is vital asset for any business, no matter how big nor small, to use big data especially when digital disruption means customers are more knowledgeable and more demanding than ever before. Here is how to take control of your data-driven marketing in today’s high-tech environment.
Use Data to Establish Client Personas
You should harness big-data to collect information about the personalities, habits and behaviours of your customer base. Doing this will allow you to create different client personas and establish marketing strategies that match the personas that form the backbone of your customer base. Using personas to target marketing towards specific types of clients will make marketing campaigns on social media and through mass mailings two to five times more successful at gaining conversions. When your public recognizes that your messages apply directly to their needs and desires, they’ll pay far more attention to what you have to say.
Use Contextual Marketing
Contextual Marketing is using big data to establish various contexts in which specific marketing promotions should succeed. The main focus is on geolocation, time, language, device, and performance. For example, a small coffee company should use geolocation if they wish to gain more customers in their area by only driving marketing to people in the area. Likewise, a florist should take advantage of specific times of the year, such as Valentine’s Day, to offer their wares to customers. Your company should establish what region, times, languages and devices are likely to be relevant to customers to gear your marketing. Focus on these to push products and services.
Customize your Landing Pages
Your data-driven marketing should be strategic and flexible, enabling you to alter your content to match your audience. Using data-driven practices, you can customize and optimize pages like landing pages, depending on the customers that click on it. You should take into account the geographic location, occupation and other such data acquired about your potential clients, so as to alter the messages, offerings and services on your landing page. By targeting your landing pages to reflect the different potential clients you can attract their attention.
Measure Your Success
When you use data driven marketing, you should not just use it to target clients, you should also use it to see why you didn’t manage to attract certain customers. Measuring how a specific campaign affected sales overall, quantify how individual customers reacted to the campaign. Who ended up buying what? Which customer segment did not convert? Once this big data is collected you can analyze it so that your next marketing scheme is even more successful and manages to engage all customer segments.
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