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Data is essential in today’s world of business transactions and operations. The collection of information surrounding these things, as well as the internal systems that companies use, is essential to running a business in 2019. However, the practical application of such needs to be taken much more seriously.

It’s important to note that when we say data, we’re not simply talking about the tracking of information, as that’s always been used in business. Rather, we’re using “data” as short for what has become known as “big data.” It describes a large volume of information that’s used and obtained in business operations to make decisions, as well as ensure that everything runs smoothly.

Office desk with iMac displaying graph on screen

For a marketer, data is of the utmost importance because it tells them so much about what’s working and what’s not. It’s more than just numbers and results; it’s the personal information of the target audience regarding their interests and demographics, as well as what’s being seen and reacted to. Additionally, it’s how all of those things interact and how we can use technology to analyze them efficiently at once. Thought leaders really need to take the charge on this, because otherwise the companies they work with and the people they follow will be left behind, and their businesses may (read as “probably will”) go bankrupt.

Personalization to Customers

Notably, data’s relevance to marketing is exemplified in how it can be used to personalize experiences for customers. Using the tools and insight offered through data allows companies to improve their customer response rate and execute more relationship-driven marketing campaigns. Data is revolutionizing marketing via customer analysis, and you most likely see it in ways you may not realize.

For instance, Netflix’s recommended content for you? You owe that to data. Spotify’s Discover Playlists? Those are also due to data. We often refer to this as targeted marketing and relevant content, and a wise company capitalizes on the possibilities of personalization.

It’s important that we understand just how important personalization is in our marketing in 2019 and data’s role in achieving it. We now have the tools to know our audiences better than before, so don’t let this get away from you. Successful personalization isn’t founded on information from random polls, and it doesn’t just come from small case studies. It comes from data.

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Data Is All Around Us

Data can be found in any social interaction you have online. Marketers are commonly using social data nowadays: personal information and interests shared through social platforms, especially social media. And this information isn’t being stolen or obtained unethically — it’s publicly available.

The social data we have about potential customers is useful in other forms of marketing too. In fact, it can be translated across all types of digital marketing. For instance, an online strategy uses data for both social media and SEO, the latter of which is also an essential tool in any modern marketing plan.

Marketers have to be aware of the tools and information around them, because so much of what they do revolves around information they have about their target audience. Whether that’s optimizing for SEO based on this information, or adjusting the stipulations surrounding your target market. We couldn’t get away from data even if we wanted to. So, as the old saying goes, “if you can’t beat ‘em, you might as well join ‘em.”

Putting Data to Action

So how should you use data to accomplish these things? Well, this first starts with analysis. You have a nearly endless amount of information at your fingertips with modern data analysis tools, and if you don’t use them, your marketing strategy will be less effective.

For instance, learn from some of the best. Call tracking providers CallRail recently published an article where they mentioned how they track their sources, which is any format or platform on which you contact potential customers, whether that be directly or indirectly. By tracking your sources and the responses to them, you will see what works and where your customers are placing their time and faith. Then you can use social information to mold your marketing strategy and meet them on those platforms.

It’s also important that data tools are being used to upkeep your relevancy. A great example of this can be found in content analysis tools, which use data to discover outdated content and repurpose it, as well as understand people’s responses to it. It’s so important that our marketing content is regularly updated, because nothing is really timeless. Let data help you to reach the largest amount of people you can, because if you don’t, you’ll fall behind.

How have you found data to be helpful in your modern marketing strategies? Let us know in the comments below.