Updated: Aug 18
How Personalization is a Key Component of Data-Driven Marketing?:
This new marketing approach is about applying data and digital technologies to drive better marketing outcomes and results.
It’s about understanding your customers and prospects, their motivations, their preferences, and their true needs.
Let’s take a look at the pros and cons of data-driven marketing as well as how it can benefit your marketing strategy.
"It has been shown that businesses that utilize data-driven marketing see a return on investment of 5 to 8 times greater than those who do not" - HighonM
What is Data-Driven Marketing?:
In short, data-driven marketing is about using data to drive marketing and business outcomes.
This is about applying data and digital technologies to drive better outcomes and results through understanding your customers and prospects.
A data-driven marketing strategy involves using data to understand your audience and what you can do to better connect with them.
It’s about making marketing decisions that are more targeted and relevant to the individual. It’s about personalization, which is still a new term, but it is the future of marketing. Why?
Because of the increase in digitalization, we’re now able to target specific users with personalized content, services, and offers. These users become the “final target’ and the “final touchpoint” of the marketing funnel.
Some examples of data-driven marketing campaigns include:
A company that manufactures soft drinks used data from survey responses and purchase histories to create targeted ads that were more likely to be seen by people who were likely to buy their products.
A clothing company used online behavioral data to understand what styles consumers were likely to buy next and created ads that were tailored specifically for those styles.
A dental practice used online survey data to study customer sentiment and make strategic decisions about how best to serve them.
In fact, there are many such examples across the world practiced by a few businesses and brands including a few pro-marketers and agencies.
A very good example is social media ads seen by many on a daily basis that involves data-driven strategies to connect with prospects and customers based on their history and usage across business niche segment.
Pros of Data-Driven Marketing:
There are many benefits to implementing a data-driven marketing strategy, including the ability to make more informed marketing decisions and deliver a more personalized experience to each customer.
Personalization can also increase sales by delivering offers and content that are more relevant to the specific customer or users of your product or service.
These benefits can help your business drive revenue and achieve strategic goals such as meeting revenue targets, building brand loyalty, increasing customer engagement, and improving customer retention.
Cons of Data-Driven Marketing:
Data can be both a boon and a burden for marketers. The good news is that data-driven marketing can help marketers better understand customer behaviors and preferences.
The bad news is that data can also be easily manipulated by businesses, data scientists, and hackers.
In fact, a 2018 study by cybersecurity firm McAfee found that 40 percent of data breaches are caused by miscommunication issues between an organization and its data source.
Personalization can be a double-edged sword. It can help you deliver a better customer experience, but it can also make your customers feel uncomfortable or annoyed if they feel that they are being treated differently.
The data you collect from your customers and users is only as good as the quality of the data provided to you by your data source.
If your product or service relies on third-party vendors or partners to provide customer data, make sure you have an agreement in place that clearly defines ownership and access rights to ensure that only authorized people have access to sensitive customer information.
Data can be costly to collect, process, and store. You may need to invest in tools and technology and infrastructure to manage your data and implement a data-driven marketing strategy.
Additionally, you’ll need to invest in the right talent who can use the data effectively and deliver a high-quality experience.
If you’re not able to effectively store large amounts of data or manage it effectively, it could become an expensive liability rather than a cost-saving asset.
Because of this risk, many businesses are still reluctant to adopt a truly data-driven marketing strategy.
Future of Data-Driven Marketing:
Data-driven marketing is still in its infancy but will continue to grow as more businesses begin using data to drive their digital strategies.
It’s important for businesses to understand how they can leverage their own data to better connect with their customers, but also how they can use third-party sources such as social media and public databases.
The future of marketing is about being more personal and relevant to your audience through the use of data-driven strategies.
As we can see, data-driven marketing is still a relatively new concept. While the concept itself is relatively simple, implementing a successful data-driven strategy can be a complicated process.
If you’re not careful, anyone can easily manipulate data to support any number of false claims. This can lead to inaccurate marketing data and any number of business problems.
The good news is that data-driven marketing is still a young concept. This means that new strategies and tactics are continuously being developed. As a result, the advantages of data-driven marketing are constantly evolving.
In order for data-driven marketing to be successful, businesses must understand their audience, determine how to reach that audience, and then deliver an effective message to reap the rewards.
Here's related information that you may also find helpful - How is Statistics Used in Marketing?
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