The Big Data revolution has changed the digital marketing battleground by giving a powerful arsenal to marketers, enabling them to create targeted digital marketing strategies, make marketing campaigns more efficient, and accomplish business goals.
Defining and implementing customer-centered strategies is crucial for marketers. They have to focus on their customers, how they are interacting, how the markets are moving, and deliver just right customer experiences. That’s where Big Data comes into play. But the question is that how you can use Big Data to beef up your digital strategies? What it takes to spice up your digital marketing efforts? Here’s the answer.
Collect, Collect, Collect: Data transforms into tangible analytics, but for that you have to collect it from multiple sources – social media, customer interaction channels, sales and distribution channels, etc. Data has immense value than one can anticipate. Remember, the more data you collect, the better the results.
Customize KPIs: Traditional KPIs are not enough! To unlock the value of Big Data, you must focus on unconventional digital metrics, such as click-stream path data, social media postings, social network influence data, and customer interaction data. That’s because along with knowing who your customers are and where they are coming from, it is important to know their real-time behavior and intentions, what they like or dislike, who and how they refer, and where the markets are going.
Use Smart Analytics: Big Data is a growing torrent, and you have to use smart analytics to extract useful insights. Conventional data analytics tools are incapable of handling the glut of customer data. That’s why you need smart analytics to transform data into insights that facilitate better business decisions. Remember, if you cannot handle the volume, it can instead prove to be an expensive, resource-draining burden.
Use Purpose-oriented technologies – Make sure you build/source purpose-oriented technologies to address specific challenges. If you compel a solution to work for a problem it wasn’t meant for, it may result in a time, money, and resource drain in the long run. Moreover, if you are serving a long list of customers, the database should be fast, flexible, and highly efficient.
Evolve as Data Scientists – Okay, this one is really important! As digital marketers have already become data analysts, a new role is in their future - data scientists. This is a rare breed that is very much in demand for its ability to essentially speak two languages - business & data. For better data management, marketers have to become data scientists so that they can analyze massive data sets for meaningful insights and leverage them for creating interactive marketing campaigns.
Visualize Right – The right visualization tools make Big Data more accessible and comprehensible to a broad range of roles within an organization, such as marketers and decision makers. While a good data visualization tool makes data analysis easy, contextualization within enterprise parameters ensures proper data utilization, leading to better ROI. And for this, you should invest in a good data visualization software or application.
Big Data, if harnessed in the best way, can bring out wonderful insights that help you get exactly what you need, something that help you make quick, informed, and better decisions. And the best part is that exploiting Big Data for digital marketing is not tough. All you need to do is follow a strategic approach and implement it to gain a competitive advantage for your business.