Using Data Analytics and Digital Marketing to Build Your Marketing Strategy
When creating an effective marketing strategy for your brand, data analytics must be at the core of your digital marketing efforts. Brands must continuously create personalized experiences for their products and services because today’s customers want the best. Utilizing data analytics to drive digital marketing, guide your business goals, marketing strategy, product development and engage and retain customers.
Data Analytics and Your Brand
There are a number of data analytics that can be useful to your digital marketing strategy, but how can data analytics and digital marketing support your strategy? Here are 5 ways:
1. The Right Data
You can’t make effective marketing decisions without accurate data. If the data is used incorrectly, you can harm your digital marketing strategy. Start with your key performance indicators (KPIs) to measure campaign performance. These analytics can include how many people come to the site, who signed up for email, landing page visitors, and more.
2. Know the channel, Know the audience
Data analytics play a big role in determining who your audience is and who you should be targeting. This helps build personas to build your digital marketing strategy around. You’ll know what campaigns to create, which types of ads work best, and what content to use in your email marketing piece. Your different demographics also help determine what channels and methods to use that will reach your audience. This helps optimize your content and messages to work more efficiently.
3. Use the right keywords
Data analytics and digital marketing work well when using the right keywords. The data lets you know what the audience is searching for when looking for products and services. This helps you target audiences with those keywords to drive traffic and learn new keywords to use. A keyword tool can also provide insight on which keywords are being used by your competitors. These keywords should be used on social media, in the content on your website, within your call to action, and other digital marketing tactics used.
4. Optimize
Your past data can predict your future outcomes of the campaigns used in your digital marketing strategy. This helps determine what works and what doesn’t. Proper optimization helps determine what budget should be used or changed. You can also optimize your campaigns based on audience demographics or personas based on product or service.
5. Show the ROI
The marketing team is responsible for ensuring their budget is right and is working. Digital marketing allows data to demonstrate how the ad spend is being utilized and how it affects profit. Tracking parameters based on different metrics provides real-time, up-to-date data to help make decisions. How can you determine your digital marketing ROI? This equation should help: Your Total Revenue For Digital minus Your Total Cost of Digital Marketing.
Tools Make the Difference
Data analytics and digital marketing doesn’t work if the right tools aren’t in place. These tools can help gather insight, test new methods and ideas, monitor activity, and tie those activities back to revenue:
1. Event-Based
Event-based or click tools monitor the actions of a user at all your brand’s touchpoints. This could be in an app, on a platform, or website. These tools include app analytics platforms, marketing automation, and web analytics. One of the popular tools is Google Analytics. If you’re looking for in-depth information on unique visitors, this tool answers the questions of what people are doing when they visit your site, the pages viewed, how long they stayed on the site, and more. This helps shape the right strategy for your brand to deliver better results.
2. Testing
A/B testing helps test different variations of your website’s features, a social media platform, or app. This gives your brand real data and insight on how to improve your product by learning what customers like and how to convert. Most digital marketing strategies include push notifications, email, SMS, web-hooks, and in-app notifications.
3. Visual Behavior
Data analytics for a digital marketing strategy provides insight into what’s going on in the website, social media platform, or app when being used. Most analytics present the information as a heat map, showcasing the sections that are consistently clicked or trafficked. By using visual behavior, brands can rearrange how they operate digitally to improve the customer experience and offer better services.
4. Digital Marketing Analytics
There are a number of tools collecting data from advertising and marketing channels. This includes search engine optimization tools like Google Console to measure search traffic on a website and performance to fix any existing issues. Social media analytics indicate whether the strategic efforts of a brand are gaining traction. Search engine marketing (SEM) and the paid advertisement shown. This type of tool allows your team to research keywords, track spending, and more.
5. Display Ads
These types of analytics center around display or banner advertising which is important in getting customers to click through to a landing page to purchase or subscribe to a service. Your team can track click and conversions, how many people engaged, and more.
6. Predictive Analysis
This historical data helps marketers identify potential customers and market other products that customers may be interested in based on their target audiences. This also provides insight on which products may work during a cross-sell.
Digilant’s: Your Data Analytics and Digital Marketing Partner
Customer data, operational data, and financial data can help your brand’s marketing strategy to engage and retain customers, create value and have a strong ROI. The team at Digilant has the expertise and experience to help formulate strategies utilizing data analytics and digital marketing tools. When you are looking for actionable business insights grounded in data to make the best decisions, our team can get it done. For more information on utilizing the power of data analytics and digital marketing, contact us today.