Why Data Analytics Is Taking the Center Stage in Digital Marketing
By Subhadeep Bhattacharjee
Mar 7, 20227 min read
In a tech-savvy business world, a brand needs to have deep knowledge of its customers and their expectations. Data analytics must sit at the core of your digital marketing campaign. It enables you to offer products that meet the aspirations of customers in a personalized manner.
66% of marketers believe that data-driven decisions are more effective than assumptions and gut instincts. However, the quality of data is important for making effective marketing decisions.
If the data is inaccurate or hasn’t been analyzed, it can lead to poor decisions and prevent you from reaching your business goals.
As the world moves toward Big Data and Artificial Intelligence, data analytics is gaining more significance in digital marketing. Though the spending on data analytics is high, it is justified by the ROI that analytics offer to digital marketers. Analytics help brands know their customers, thereby allowing them to identify ways to boost customer engagement. As a result, with the aid of analytics, you can integrate strategy and marketing with technology.
In this write-up, we shall look at data analytics and why it is taking the center stage in digital marketing today.
What Is Data Analytics?
Data analytics is a systematic computation/ transformation of raw data into meaningful information. In the past, data analytics was restricted to mathematicians and statisticians but the IT Revolution has made this a key element of business decision making.
With automation, data analysts can analyze and validate tons of data collected from various sources which would have been unimaginable in the past. Since data analytics tools compile data from multiple sources and offer a treasure trove of information, it is a core part of digital marketing campaigns today.
How Data Analytics Can Strengthen Your Digital Marketing Strategy
Data analytics helps you zero in on trends, opportunities, and risks that you are likely to miss otherwise. With it, your marketing team gets actionable insights when running marketing campaigns.
A marketing campaign sans analytics is synonymous with shooting in the dark. Irrespective of the size and scale of your digital campaigns, your brand can use data analytics in some form to power your marketing strategy. Here are some of the ways you can utilize analytics:
1. Make Data-Driven Decisions
The success of any digital marketing campaign rests on your knowledge of the market. When your marketing team analyzes customer data, you can easily spot trends and opportunities, thus making data-driven decisions. Raw data by itself doesn’t offer meaningful insights to digital marketers. In fact, in many cases, raw data can be misleading and lead to wrong decisions. Therefore, you must analyze it in depth, including studying the KPIs that help brands in effective decision-making.
2. Leverage Customer Insights
Brands that know the pulse of the market stay ahead in the race. If we have to pick the most important incentive of data analytics in digital marketing, this would outrank others. Analytics lets you get inside the hearts and brains of your customer.
You need to know who your customers are and where they are coming from. You must have a strong idea about the aspirations they have. You can identify target groups within your customer base and build different personas for your marketing campaign.
3. Personalize Your Campaigns
In the present world, marketing personalization is increasingly becoming vital for transforming the customer experience. Your customers have varied needs and they want to be treated in a personalized manner.
Data analytics can help you understand the behavior of your customers, their needs, and buying habits. Therefore, you can personalize your marketing campaigns with targeted ads, personalized emails, notifications, and offers. As a result, build the perfect DXPs (digital experience platforms).
4. Market Through the Right Channels
Digital marketing is a diverse field and brands use different channels to engage their target audience. Here, the choice of the right marketing channels is important for the success of your campaign.
Though your brand would be running campaigns on multiple channels, it is important to identify channels that are likely to ensure increased engagement and higher conversions. For instance, if you are a B2B business, Twitter and LinkedIn may lead to more engagement compared to Instagram. However, Instagram is more ideal for brands targeting youths and Gen Z than the other two channels.
5. Ensure Targeted Content Marketing
‘Content is King’ in digital marketing, and the most important element for all messaging and communication. Publishing blogs and creating landing pages won’t earn you the dividends until this is backed by a solid and informed marketing strategy.
Data analytics helps businesses pursue the right content marketing strategy. Analytics helps marketers know what the audience is searching for, keywords they are using, and the kind of content they engage with. All this information helps brands in choosing the right content marketing strategy. Data analytics can help identify keywords your competitors are using to rank high on SERP and outbid them for paid search marketing.
6. Leverage Predictive Analysis
Predictive analytics is vital for the success of any business. Digital marketers are leveraging this technique to predict opportunities and risks for their campaigns. With this data analytics technique, marketers can gauge the future mood of the market and the likely moves of customers.
Using predictive analytics, you can foresee the emerging trends in the industry, do traffic and sales forecasts, and gain other important insights that help target the right audience at the right time. As a result, you can keep your business ahead of the competition.
7. Boost Conversational Marketing
Conversational marketing is gaining currency. More than 70% of customers expect brands to respond to them in real time. Businesses are deploying AI-powered chatbots, live chats, and social media platforms as primary tools to keep their audience engaged. Data analytics trains chatbots to respond to queries appropriately based on intelligence gathered from earlier conversations.
8. Gain Competitive intelligence
In today’s competitive world, it is a must for every brand to stay invested in the marketing strategy of their competitors. Competitive intelligence helps your business stay ahead of the competition. This is aimed at gathering and analyzing data about your competitors, the larger industry, and the overall business environment.
Data Analytics plays a key role here as it offers your marketers deeper insights into your competitors and the market. Using competitor intelligence tools, you can analyze competitors’ data such as price changes, customer feedback, reviews, marketing campaigns, and much more. The better you know about your competitors, the easier it gets to outperform them.
To sum up, data analytics is the key driver for a successful digital marketing campaign. It ensures your campaigns are targeted and your business goals are being met. With deeper insights about your customers and their aspirations, your brand would be able to engage them actively and earn their loyalty. Your brand must focus on a data-driven digital marketing strategy that is aligned with your business goals and addresses the niche needs of your target audience. If you are looking for a data-driven digital marketing campaign, Growth Natives can help. We have marketers with years of experience in diverse fields of digital marketing. Data analytics sits at the heart of our marketing campaigns. We spot the emerging trends in the market to help your brand stay ahead of the competition. To get started with your digital marketing campaign, write to us at firstname.lastname@example.org or visit our website.