Every search, click, share, comment and swipe is invaluable in telling us something about your customers.
Data is increasingly available to help refine digital’ marketing activities across the lifecycle of any customer journey. By tracking customers across all available touchpoints, we can use data signals to enrich future customer experiences, encourage them to return, or allow us to identify look-a-like audiences. With information being collected from an ever-growing number of connected devices and by increasingly sophisticated tracking, we are afforded a more in-depth understanding of the patterns of behaviour that lead to purchases or other goals.
Most companies are using less than 50% of the data they have access to
A recent upsurge in the number of tools that can harness this information, as well as advancements in the targeting capabilities of Google and social media advertising has created a staggering breadth of data available to brands. This abundance of data gives advertisers lots of signals that brands can potentially act upon.
Making sense of this new technology
Your ‘tech stack’ could include your CRM system, software used for email marketing or to organise databases and profile for new prospects. Tools like Google Analytics, SalesForce, CrazyEgg, Facebook Insights, Marketo and Infusionsoft to name a few, can help you gather marketing data. Hiring analysts to break down the data gathered from these tools will allow you to make better data-driven marketing decisions.
The ability to know how you rank against your competitors and how you can surpass their marketing initiatives is power.
Social data is amongst the types of data that allows you to learn more about your competitors. You can use social media tools to learn how many retweets one of your competitors receives, or learn how you stack up against them based on the number of likes and followers. They also allow you to learn about their audience demographics.
Build a Custom Nurturing Process
Personalising your nurturing process can even be as simple as using the name of your customer in emails. Using “Dear Joe,” as a greeting in an automated email will do better than a generic email greeting. New technologies have even equipped marketers to be able to easily identify who their website visitors are. These technologies enable marketers to improve how they nurture prospects across multiple online channels.
For example, if you have a customer arrive at your website and click to download ’25 Social Media Mistakes”, but they don’t end up filling out your lead form, you can remarket to them on other channels by enabling cookie tracking. This data allows us as marketers to serve customer’s personalised ads that match their demographic and geographic location.
With the way our digital landscape is changing, data in marketing allows marketers to treat their customers the way they want to be treated – like humans. The opportunity to provide your customers with a meaningful and valuable relationship lies in the way in which you use data to execute your next data-driven marketing campaign.
So, what are you doing to build a fuller picture of marketing performance?