How Big Data Has Altered the Marketing Landscape
There was a time when marketing operated a little differently. The budgets were big, the channels limited and most of all – the data, if any, was based on human instinct and vanity metrics. Today? There is no mystery of how a customer interacts with your campaign, where they come from when they land on your page, and how far down they scroll on that page. So, how does big data differ from the run of the mill data we can pull together? Big data take things a step deeper and further, using larger (and often global) data sets to highlight patterns, human behaviours, associations and trends. Let’s discuss how big data has altered the marketing landscape as we know it. Let’s discuss how you can leverage big data in your own marketing.
You can now extract the information you need
No need to rely on your own gut feels and general data sources like the census. Now, with advanced scraping solutions, you can effectively choose the website you are looking to learn from, like its customers buying behaviours, and extract that information through a manual process. Yes, it’s completely legal, and it’s not being used to the full potential that it can extend to businesses. So how does it work? Say you are an eCommerce business considering growing your product range, but you want to learn more about how phone cases are performing in big retailers like eBay, Amazon or Aliexpress. By scraping these websites, you can see in plain data the price these phone cases are selling for, some general information about the buyer, and what sort of inventory these websites have. Needless to say, data like this can be incredibly effective in informing your own business trajectory.
Better, deeper engagement
Knowing your target audience is something we all understand and can define, but this customer persona can often be a shallow reflection with only key demographics covered. Big data answers the who and the why on a deeper level. For example, knowing your customers is environment-focused when looking for a car is one thing, but knowing they embody these values because they have children and they want others to pay them respect for their product preferences is another layer of information that big data facilitates. You should be utilising these sorts of data sets so that you can satisfy all the layers of need, and talk to your customer’s values in a way that is going to best resonate.
Automation is no longer cold and clinical
By utilising big data, your automation no longer needs to be generic, but rather a way to communicate more meaningfully and satisfy their needs – without them even speaking to a person. Big data can illuminate why your customer has arrived on your website in search of certain information and can serve an automated response that gives preliminary information and points them in the direction of further content. Big data can also illuminate (almost to an exact science) just how many content touchpoints a customer needs to make an informed decision, and what that timeline is. The humble online enquiry form doesn’t generate the same interest in the wake of new data capabilities, so make sure these automated messages are triggered to appear when your customer jumps from x amount of pages, or scrolls down a certain way on a key services page. Not only do these automated messages get your customers what they want, but it also adds to your own data insights.
If you are excited about any of these directions, know that this is just a drop in the ocean of what big data can mean for you and your business. Like any new activity, try one strategy at a time and give it time to be seen and interacted with, and then assess if this will be the way forward for you.