To evolve as marketers, we must adopt the technology innovations which will help us to keep up with growing customer expectations. In this customer experience era, data has the potential of becoming the most valuable marketing resource for a marketer. Data-driven marketing is growing popular due to its proven ability to maximize ROI.
Data-driven marketing refers to the marketing insights and decisions that arise from the analysis of big data which is collected from consumer interactions and engagements. It maximizes the efficiency of marketing efforts and can empower brands to implement a more customer-centric approach. In 2019 marketers to focus on personalization, immersive mobile experiences, and, in B2B, a companywide approach to strategic accounts. Here are the five crucial data-driven marketing trends for 2019
If you want to stay ahead in the competition, don't be scared to test new AI products and data assets.
To increase productivity and uncover the hidden customer insights and trends leverage machine learning in your sales marketing. AI concedes customer-centric marketing campaigns using large amounts of data sources and allows highly personalized messages and targeted ads. AI automatically fuels content suggestions in campaigns and helps marketers to focus more on creating and leveraging content that will answer buyers’ questions and move the needle for your business.
A marketer has to understand the changing behaviors of consumers both online and offline.
Business's marketing efforts are not limited to one platform, companies reach out to customers through email tools (such as HubSpot, Marketo, ActiveCampaign), paid advertising (such as Google AdWords, iSpionage, SEMrush) and social media.
As consumer audiences evolve, new platforms and channels for marketing engagement are emerging. A Marketer must be able to manage and track all consumer interactions across new and established platforms, as each day a constant stream of new social apps and sites emerges and where consumers research brands, ask questions, and engage with other consumers.
Create a unified view of your customers.
Automation has given even the largest corporations the tools necessary to personalize online interactions with their customers, as customers expect a consistent experience from your company that’s relevant to their specific interests.
“In-depth understanding of customer profiles helps in creating customized marketing campaigns."
Firstly, personalize your website such that it presents the most relevant messaging, content, and calls to action for each web visitor. Earn customers' trust by personalizing the privacy, be transparent with your consumers and help, them to understand the value propositions. Marketers have to be more focused on ensuring ethical data collection practices and earning consumers’ trust.
Another powerful aspect of data-driven marketing is the ability to predict accurately.
Data can help you to understand the past trends and also predict your customer’s future actions. These insights will empower you to improve your current strategies.
According to Forrester's recent study, B2B marketers use predictive success cases and 89% of marketers admit that predictive analytics will take an important place on their roadmap. The predictive analysis provides predictive scoring of actionable leads, identifies attributes of prospects with existing customers and automatically segments leads with personalized messaging. This helps sales and marketers to identify productive accounts faster in lesser time.
Start working on data onboarding for targeted 1:1 Ad Campaigns and on building agile marketing execution models.
Data onboarding involves the transferring of offline data to an online environment for marketing needs i.e., it mainly connects offline customers’ records with online users by matching Personally Identifiable Information (PII) which is gathered from offline datasets to find the same customers online. This helps marketers to reach the same audience on multiple devices with personalized messaging.
"Ad Age predicted that data onboarding market will reach $1 billion in 2020."
Agile campaigns focus more on organizational effectiveness, through which marketers work on building cross-functional teams, leverage the data and technology stack to capture value. This approach requires team collaboration to manage campaigns and emphasis on data-driven decisions instead of opinion and convention-based decisions.
These latest data-driven trends will make it possible for marketers to develop and execute high-impact campaigns.