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Data-Driven Approach to Marketing

May 25, 2017

Just a few years ago, using big data to improve marketing performance was something novel. Now, it’s extremely difficult for online marketers to compete without this data—if not downright impossible.

While most marketers recognize the importance data plays in their online success, many still struggle to make the most of it in their marketing campaigns. To help you take a data-driven approach to marketing, here are five strategies that you can use today:

#1: Target and Segment Your Email List

Consumers are becoming pickier about which email lists they subscribe to, which means that your email marketing campaign needs to deliver relevant and timely content to keep them subscribed. One of the best ways to improve the relevancy of your content is by segmenting your email list.

According to the DMA, segmented and targeted emails generate 58 percent of all email-attributed revenue. We’ve seen this success firsthand with our customers, one of which experienced a 2294 percent ROI from their segmented email campaigns!

Email is still one of the most effective marketing channels today, but only if marketers make smart use of their data. By segmenting your email list, you can reap all the benefits that email marketing has to offer.

#2: Identify the Best Marketing Channels to Reach Consumers

As an eCommerce marketer, your time is precious. The last thing you want to do is waste time trying to win over consumers who aren’t receptive to your message.

If you asked digital marketers which marketing channel is best, you would likely get a variety of answers. What works for you may not work nearly as well for another digital marketer.

Because of this, you should be using your store and customer data to identify the top marketing channels to reach your audience. Focus on a few of them to begin with. Which channels are most used by your target audience? Which channels show the most engagement?

Once you have the hang of your core marketing channels, you can take your campaigns one step further by leveraging omnichannel marketing. This creates a seamless experience for your customers across all channels and devices, helping drive greater sales to your online store.

#3: Set Up Retargeting Campaigns

You may have heard of the Rule of 7, which states that a prospective buyer needs to hear your offer at least seven times before they decide to act upon it. It may be an old saying, the success of retargeting campaigns proves that repeated exposure to online products drives conversions.

The fact is that most consumers don’t convert the first time they see your offer. To convert these window shoppers into actual buyers, you need an effective retargeting strategy to keep your products top-of-mind.

Retargeting strategies serve ads to those who have already had some interaction with your business. By utilizing your data, you can put your products in front of buyers, once more, and recapture lost sales.

#4: Address Customer Pain Points

The customer’s journey is more complex than ever. It’s paved with obstacles that can significantly hurt your sales if they aren’t addressed quickly. With a powerful data platform, you can gain deep insight into customer behavior and resolve your customer’s biggest pain points.

For example, many consumers abandon the checkout process for various reasons. By setting up a triggered email campaign based on customer behavior, you can bring them back to finalize the purchase.

Customer data can tell you what’s working with your marketing campaigns and what isn’t, allowing you to better satisfy your customers and maximize your ROI. When you fail to leverage this data, you are essentially giving your competitors an edge.

#5: Use Data from One Marketing Channel to Inform Another

Using insight from one marketing channel, you can make data-driven decisions that boost the performance of your campaigns across different platforms. This valuable data can be used to inform your social media, SEO, PPC, and other marketing strategies, allowing you to make the most of your marketing budget.

For example, you can use your PPC data to improve your SEO strategy and vice versa by sharing keyword data and comparing metrics.

Similarly, how your fans interact with you on Facebook can give your content marketing strategy a boost. Do your Facebook fans have questions on a specific topic? Write a blog post on the subject and use Facebook to drive traffic to your blog.

There are many ways in which you leverage your data to make better marketing decisions. Taking a data-driven approach to marketing takes out much of the guesswork, allowing us to better meet our customer expectations. Contact us today to learn how to strengthen your SEO, using a data-driven approach.







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