Yes, big data is a huge deal. But let’s not start by going all technical on the idea of big data and frighten our nerves out. I will say, for every digital marketing strategy, you must have inquired, gathered data for better analysis and so on.
Data is essential for informing your digital marketing strategy, and each day, data we can extract keeps evolving. Meaning data is not static; it keeps evolving as time goes by.
For example, the recorded data containing the number of internet users as at last year has probably increased by one person or reduced by same.
Therefore, big data refers to massive amounts of data that businesses typically collect from their own business processes and from their customers through different means.
Image Courtesy: paul O’Brien
When leveraged intelligently, big data can reveal incredibly useful trends and patterns that can lead to huge improvements in a company’s various business strategies, including but not limited to, it’s marketing strategy.
Big data is already revolutionizing how businesses assess customer behaviour, and that’s set to continue into the future. For businesses striving to be at the top especially in the internet, will need to make use of big data. Let me break down the concept of big data for your business.
The first thing you do when you think about starting your business is to survey and understand your ideal customers or audience. This will give you a better understanding on the type of strategies to employ for marketing purposes.
Hence, if big data give you a huge range of data you can analyze to understand trends and patterns of human behaviour (your ideal customers or audience). In other words, big data helps give you a better perspective towards organizing a digital marketing strategy for lead acquisition and revenue enhancement.
In essence, the amount of data marketers now have access to has exploded over the past few years – especially as Smartphone’s have taken off.
IBM has stated that 90% of the world’s data was created in the past 2 years, and this will only continue as we have more and more connected devices we use in our everyday lives.
The digital age has brought with it tons of data, which marketers can leverage to make better strategic marketing decisions through more accurate insights.
Consumers are therefore served more useful content, all thanks to better clarity about what they want through information from big data.
The sources and amount of data is overwhelming, necessitating investment in larger and more complex databases and data analytics tools in order to make sense of all the information available.
Image Courtesy: IBM Big data hub
Being able to uncover these insights results in better ability to spot opportunities, correct courses and engage with customers.
Big data in growing in majorly three (3) areas
The Data Velocity which shows how marketers now have access to real-time data, such as real time analytics of interactions on web and mobile sites and also social media interactions.
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Secondly, the Data Variety which outlines varied ways from structured data with defined elements and values, to unstructured free format of social media including text, video & images; not forgetting the additional source of metadata, data about data.
Lastly, Data Volume which is basically the amount of total volume of existing digital data standing at 2.5 zettabytes in 2012, which represents 400 gigabytes of information for each person on the planet.
With this analogy, it is definite that there is a whole lot of data in the world for marketers to deduce from for your internet marketing strategy and this data is still growing rapidly. So, let’s take a look at how you can use big data to enhance personalized audience experience.
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Increasingly companies and brands have come to understand the importance of communicating and engaging with audiences not just on a large scale, but in a way that effectively targets individuals. And one of the benefits of big data is its ability to personalize marketing messages and content in a way that achieves both.
Big data might be perceived as being about the masses, but through careful analysis of it – while teaming it with your own insights and research – you can identify relevant patterns of behaviour, attitudes and opinions, which will help you communicate to individuals.
The concept of personalization – dynamically tailoring content and experiences to the wants and needs of your customers – is nothing new, and has been considered an online retail imperative for years.
Boost user experience with personalized Ads, Products, and Services
In order to remain relevant in today’s competitive online market, you need to create a certain level of relationship with your customers by creating more specific ads, campaigns, products or services that suits that individual.
People easily interact with more specific messages targeted towards them. for example, you create an ad talking about your new product that helps reduce hair loss, I bet you most women will jump on the wagon based on specification.
If I happen to be someone in that circle, you have automatically won my loyalty.
Crowd sourcing leads to smart business decisions
Most companies get personalization wrong by creating their own innovative personalization strategies forgetting to realize that they should involve their loyal customers at nearly every level of the company through crowd sourcing strategies that get customers talking, both to one another and to the company.
We’re in the digital age, with thousands of gadgets at our disposal: digital television, tablets, Smartphone’s, apps, social networks and e-commerce, just to mention a handful.
A few years ago, before digital revolution came about, the work of a marketer was to create catchy and captivating ads for print media, television and billboards. But the digital age compelled marketers to evolve and take advantage of technology to distribute their messages.
Marketers are always looking for ways to deepen customer loyalty and improve user experience, especially in the face of fierce competition.
Big data is perhaps the most important way to create a user experience that treats customers in the way that they want to be treated – like individuals.
Big data pros have known that data tells a story for a long time, and if you listen properly, your data will tell you vital information about your customers and clients.
You can also share with me some important steps you have taken using big data.
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