“Without data your are just another person with an opinion” W. Deming
It is the age of the digital and we are so immersed in. Social media, downloading apps, online shopping, digital music, and online streaming are part of our everyday routine.
Before the online revolution, marketers focused mainly on creating print ads, radio spots, TV commercials, and billboards. Today, marketers, needs to consider thousands of new channels to reach their target customers: social media, apps, search engines, online video, SMS, email, and several more will be launched in the near future.
The job of the marketer has quickly evolved to keep up with technology. Today, marketers are targeting individuals versus the masses and optimizing their marketing spend to allocate their dollars towards the most productive channels. This evolution requires improving the following two skills:
- Staying updated with new technologies (see image below – the Marketing Technology landscape 2015).
- Ability to use data and crunch statistics to extract findings and implement predictive analytics from big data .
We always refers to Big Data as the increasing volume, velocity, and variety of information (the 3 V’s of Big Data). For marketers, Big Data is the main consequence of the new marketing landscape, born from the digital world we now live in.
Navigating through the digital era could be a little overwhelming for marketers. However, the digital revolution is producing tons of data that you can use to gain better insights and improve your marketing success. Here some of ideas and opportunities of how your digital marketing strategy could benefit from Big Data:
- Understanding audience sentiment using Social Media listening tools.
- Driving more profitable advertising with real-time bidding.
- Utilize retargeting to retarget customers based on their website visits and online behavior.
- Create buyer personas and user profiling for identifying new customers and target specific types of customers.
- Measuring the impact and ROI of advertising campaigns. Big Data can help to understand how each of the channels and marketing initiatives contribute to campaign performance.
- Implementing a rigorously A/B testing in email marketing subject lines, landing pages, advertising copy, and ads.
More Big Data opportunities for marketers? Share them using the Twitter hashtag #IdeaMarketing.