The Drum Network article
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September 9, 2022 | 5 min read
Data is a vital part of the marketing process, yet its worth is increasingly questioned. Rebecca Fell, marketing strategist at Rawnet, considers how marketers can better integrate data into the creative process and looks at why it’s such an important asset.
Rawnet considers the role of data in marketing today / Alexander Sinn via Unsplash
Data is crucial to improving marketing within a business, especially in today’s crowded and highly competitive marketplace. Using data to enhance marketing strategies can help brands improve their user experience (UX) and content, ultimately increasing engagement and customer loyalty in the long term. Whether through paid or organic methods, this data-driven approach is now the only way marketers should conduct their activity to drive future success.
A data-led digital marketing strategy optimizes brand communications in different ways. Using the information collected about customers over time, an organization can alter the user’s experience accordingly based on their unique needs or demands. Targeting also becomes more defined as new and returning customers are marketed to differently with different messages.
With their data, marketing strategists can constantly measure and improve their marketing targets in real-time. This ultimately results in marketers being able to make better decisions and gain a more complete understanding of user intent.
In addition, marketers can optimize success through different marketing channels. By evaluating engagement against KPIs they can establish trends, and top-performing campaigns can be nurtured accordingly.
By reviewing collected user data, marketers can also get a better idea of when to communicate with consumers. In turn, they can understand which marketing messages are most effective based on pre-defined objectives.
In today’s fast-paced market, data can be used to help marketers understand and keep up to date with industry trends. This can be achieved by reviewing popular searches and seeing what consumers are commonly viewing and engaging with. Google Trends is just one of these powerful tools that can be utilized to understand consumer trends and behaviors through search engine use. Campaigns can then be tailored toward the consumers based on the collective information and trends that have been identified.
Key data can be found in various sources, such as websites, marketing interactions, chat logs and social media posts. Each time consumers interact with the brand, their experience should improve and evolve, in order to bolster engagement with the organization.
Data and user testing are extremely powerful when looking to improve conversion rates. Optimizing the consumer’s experience with real-life personas can add more depth to UX. One way this can be achieved is through email subscribers participating in surveys, as responses can be fed back internally with relevant actions generated from them.
Marketers should use A/B testing to determine which site areas need optimization for maximum conversion efficiency. A/B testing gives first-hand data based on the consumers’ actions on the site. Website actions, surveys, mouse tracking and heatmaps can all be recorded and used to generate new ideas to help improve UX. Data-based testing can also help improve consumer targeting by tracking a user’s location, device, traffic source and more.
Using consumer data as a prime data source for upcoming campaigns is highly beneficial for marketers to improve their overall performance. Keeping up with consumers’ interests and constantly analyzing their behavior will result in a more effective marketing strategy in the long term. There are a number of tools available to marketers that can be leveraged to truly understand their customer’s intent, allowing them to adjust their marketing approach for better results.
Rawnet is a digital agency that defines, designs, delivers and drives strategic products and services that create a long-term positive impact.
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