Data in marketing is like oil in the 21st century. Already 93% of marketers use them in their campaigns. Those who do not do it yet risk burning their advertising budgets. Because marketing without data is like trying to shoot a sparrow with a rifle.
So, what is data-driven marketing?
Data-based marketing activities slowly change the essence of marketing. Just like content marketing did. Except that they do not push each other out (as SEO content did) but complement each other instead. Data-driven marketing has had a strong impact:
- Media purchase (implementation of automatic model of ordering advertising space);
- customer relationship management (level of precise segmentation of target groups);
- creating messages to recipient groups in real time (real-time marketing).
What kind of data?
According to a report, 93% of marketers use different types of data. Most often these are advertisers’ own data, i.e. 1st party data, external data (3rd party data), available in the form of ready segments, to which the message is directed, as well as data called 2nd party.
All the data is collected in a Data Management Platform (DMP). When the two most important data groups, i.e. 1st party and 3rd party, are merged, marketers get a very accurate and rich picture of customer groups (specific demand for certain vehicles, periodicity in transport, increase or decrease in demand for trucks or drivers etc.). Similar knowledge of a potential customer is oil, gold and diamonds in one.
Combine data from different sources and draw conclusions
Marketing activities are most effective when they respond to the real needs of a given client. Directing a unified advertising message to a wide audience is not a good solution, because not only do we annoy people who are not interested in our offer, but we simply “burn” the advertising budget. With the help of data that comes to our attention, we can precisely target the advertising content, depending on what stage of the purchasing path our potential customer is currently at and display a message adequate to their current purchasing potential. As it turns out, this is what modern customers expect.
According to a study conducted by Salesforce, customers are more likely to share data about themselves when their marketing activities are more personalized and therefore more responsive to their real needs. As many as 58% of customers say that personalization is especially important in their purchasing process. In turn, 52% of them admit that they are willing to buy from their competitors in a situation where the brand has not made an effort to address a communication message tailored specifically to them. Google comes to similar conclusions – analyses of the giant from Mountain View show that users who have negative experiences with a brand on mobile are 62% less likely to buy from this brand in the future.
The conclusion is simple. The more information you get about each of your potential customers, the more effective your advertising messages will be.