The marketing world has changed a lot since before we had the internet. It has evolved significantly, and as the internet keeps evolving, marketers must learn to adapt and overcome the challenges the new hyper-consumerism state-of-mind brings.
One of the best tools in a modern marketers arsenal is big data. Using this big data can help make marketing more of a science than a simple guessing game of trial and error. It can help marketers make better decisions, improve the customer experience, and so much more. That’s why most marketers today are focusing on data-driven marketing strategies.
Common Costly Mistakes in Data-Driven Marketing
When a team of marketers has to develop a strategy and build different segments of that strategy, the data they have is the most important tool they can use. When that data is old, insufficient or otherwise inaccurate, the entire team suffers. This leads to some common mistakes which can really have a negative effect on marketing.
1. Neglecting the mobile market
It has been more than two years since mobile visits to the web surpassed those from desktop machines. Even though this is common knowledge, you would be surprised how many marketers are still mainly focusing on desktop advertising, email receipts, newsletters, and similar strategies.
Using responsive web design, and focusing more on the mobile market can help you evolve, as the data you will be collecting from it will be fresh and mostly clear.
2. Low ad conversions
When it comes to conversion rates, they are usually the symptom of something else and not the cause of problems. Low conversion rates happen for a number of reasons – bad mobile advertising, lack of responsive web design, using irrelevant data, poor segmentation, etc. When you’re faced with an issue like this, you have to stop and rethink your campaign.
Most marketers continue generating ads, even if they have small conversion rates, and that can cost them much more in the long run.
3. Inconsistent branding
If you have outdated data, speaking through your brand may be difficult. Trying to address the needs of your customers and clients while not having the data you need will seem irresponsible and it can affect your company in the long run.
One of the best ways to overcome this challenge is to make sure marketers are always following the needs and activities of the customers. This way you can build mutual trust, and help your marketing team stay on top of advertising campaigns.
Best Data-Driven Marketing Strategies
It doesn’t matter whether you’re just starting to focus on data-driven marketing strategies, or you have been using them for quite some time, some strategies have proven to be very useful. Here are just some of the ways you can improve your data-driven marketing and use it to your advantage.
1. Build the best possible team
Looking for talent when it comes to big data and data-driven marketing can be quite a challenge. There are a lot of skills that are absolutely necessary.
You will need teams to work with each other and people will have to go beyond what their professions are and help all around. You need data scientists, marketers, IT, etc. You may even need an SEO Reseller Hub to help you out with search engine optimization. Only when your team is at its best can you start harvesting the fruits of success.
2. Think about integration and automation
Big data is called that for a reason. Collecting all of the data is one thing, but to properly analyze it and really get the results you need, is another and it’s will have you planning ahead.
You have to find the best possible ways to integrate the data collected from your customers and their social media to find the best possible way to use it in marketing automation tools, so your marketers won’t have to lose precious time researching.
3. Don’t lose sight of other brands
Most people will tell you, “mind your own business”, but when you’re dealing with big data and data-driven marketing, you can’t simply rely on your own business. You will have to mind what the other brands are doing in order to understand how to get the most out of your marketing strategy.
Final Data-Driven Marketing Strategy Thoughts
There’s a lot to learn about data-driven marketing strategies, but what we’ve managed to learn so far has proven quite useful when it comes to marketing.
With technology evolving, new opportunities will appear, and only when you have a strategy in place to deal with all the data in the best possible way, you will be able to get the best out of those opportunities.
This is a guest post by Nick Brown, a writer at Media Gurus.