At SowiesoDigital, we know what data-driven marketing can mean to a business (sneak preview: a lot!). Hence we have experts that can help you with your visitor data, allowing you to get to know your target audience better and reach them.
Before we dive further into the advantages, what is data-driven marketing?
Data is essential in reaching and activating your target audience. It can be the information gathered through earlier experiences your target audience had and the information you get from customer interviews. A buyer persona is often constructed with information like this. The majority of marketing focuses on this.
With data-driven marketing, being a marketer means you mostly look at “concrete” data: how did these website visitors get here? What device do they use? How many and which pages do they visit? How much do they spend per order?
You can gather this data using various tools, such as Google Analytics, one of the most well-known data analysing systems. Afterwards, you can use the gathered data to substantiate the choices in your campaign or marketing initiative. After all, the data does not lie. It allows you to create specific content and campaigns that may attract website visitors and (potential) clients.
We can make this more tangible by showing a few well-known examples of data-driven marketing.
Email Marketing
A marketer tailors the content of your email to the recipient and where they are in the (purchase) process. The power of Email Marketing lies in making good use of the available data.
A/B Testing
By conducting a/b tests, you gain insight into what does and does not work. Or for whom it does work and for whom it does not. This data is needed to increase your conversion rate.
Segmentation
In other words, “division”. You divide your customers into different target audiences and tailor your content or advertisements to them.
Take surveys
By taking surveys, you gain valuable knowledge about your target group. This knowledge can help you achieve your target audience and learn what is relevant and of added value to them.
Customer journey
Mapping the customer journey gives you insight into the pain points that (potential) customers may encounter. By analysing every step, you can improve them.
It is not a complete list of examples, but it does give a clear view of what data-driven marketing is in practice.
By performing data-driven marketing, you benefit from some interesting benefits:
More insight:
Data gives you concrete evidence of the results of a campaign or marketing initiative. You can get to know the effects of your marketing investments very well.
Mapping your target audience:
Using the data of your visitors or customers, you can very accurately map your target group. And with this valuable information, you can continuously know better when, using what, and how you should target them.
More sales:
After all, we do not only use data-driven marketing to get to know our target audience better. No, we want conversion. By applying data-driven marketing in a clever way, you lose less money and time in experimenting with marketing activities and you achieve results quicker. The result: more sales!
Unfortunately, data-driven marketing has its negatives as well. However, we rather call them pitfalls or challenges, because there is always a solution. We list the three main challenges below:
Data itself does not tell you anything yet:
Gathering large amounts of data is one thing. However, if you are unable to translate this data into relevant insights, it is not very useful. So, use a dashboard or another tool to make the data more comprehensible.
Not everyone likes cookies:
When a visitor restricts or disables cookies, gathering, analysing and personalising data becomes a lot more difficult.
Specialism is key:
A marketer should be able to analyse, understand, and translate it into concrete advice, and action points. Otherwise, gathering all this data is pointless.
Why talk about the results and advantages of data-driven marketing when we can just show you? We love to do so! See the data-driven marketing client cases showcased below for more inspiration.
As told, we always find an appropriate solution for these kinds of challenges. We do not do it for less. Want to know what data-driven marketing can mean for your company or how to tackle your challenges? Contact us for a non-binding and free consultation!
