“DATA CAN BE SEXIST”
Melinda Gates speaks about women rights, but a hidden message for marketers
Mr. & Mrs. Gates has released their annual letter for 2019 and it has addressed many of the core problems that is being faced by the developing countries, poverty and the women’s rights.
The one line from their annual letter which struck me hard is, Melinda pointing out that many of the countries including the emperor USA don’t have enough data about women. Later when she sat for to discuss with her annual letter, she has quoted regretfully that “Data can be sexist”
For Gates, data is so important, because she trusts only with enough data you can make decisions that are truly effective, since they give desirable results in progressing manner.
What is in there for Digital Marketers?
In the advanced, rapid evolving, digital marketing era, data is the only thing that will remain constant but adapt in helping to decide. The Forbes fame marketer Neil Patel has predicted that in 2019 marketers will start to use funnels similar to sales.
It states that only with solid data and using them will lead to proper actions.
Why is data so important?
It leads to take decisions; informed decisions, which predicts the results at 80% of time.
In the marketing platform, data is everything. Your charts on reach and impressions will be the one that gives so much ideas for you to plan the next move.
Data-driven marketing is the future of economy
Great marketers today are influenced by big data. Detailed analysis and solid numbers should be prepared and presented based on the marketing data. This helps the marketers to monitor customer online behavior and, how to increase online sales.
Reach the right people
In an ideal marketing, every potential person you reach with your message should buy your service or products. However, that is not what always happens. In fact, less than 2.5% of customers convert to paying customers after landing on the landing page. The reason so many people don’t convert is because most marketing messages directed to them are not relevant. With big data, you can reach the right audience.
If you have data but not sure where to take them, it does not focus on your techniques on data-driven marketing enough for your audience.
Make informed decisions
Everybody wants to have a digital presence, businesses understand that the strong social media presence gives them the power to be invincible like the giant brands.
Now that thanks to Facebook for Business, it is easy for anybody to have their own ad managers and run paid ads. But still, if so, why everybody can’t be the top brands in their domain.
Here is where you will understand the importance of having a collected data and interpreting them with reasonable skills. Your reports on signed up leads will become a junk if you don’t read, analyse and take proper actions with them.
Example: Your business is providing carpet cleaning services. If your ads are bringing in leads looking for all kinds of cleaning services, study how much of that percentage leads applies to your business and the next move has to be tailored for them.
75% of business don’t make it to the next phase of digital marketing because they don’t go through their data or use them enough.
Metrics are the Masters
It is boring to sit and read the reports, charts, numbers and other bunch of funnel charts. But for a marketing to have laser focussed strategy, metrics should be your new best friend.
Only by taking a collaborative approach with your sales and service team, marketing team can understand who are their target audience and what do they need. If your content or promotion does not focus on your audience, your marketing is going nowhere but to doomed phase.
Pull out the charts from the service team and sales team, cross map them to the marketing team data, find out that funnel where your targeted customers fall under. Implement this for your next strategy. Your data will help you create content that your audience is looking for in the internet
Predict Behaviour
Strategies that are built on insights pulled from the analysis of big data, collected through consumer interactions and engagements forms predictions about future customer behaviours. This involves understanding the data you already have, the data you can get, and how to organise, analyse, and apply that data to better marketing efforts. It’s essential that companies convey the right message, to the right audience, at the right time.
Data-driven marketing allows brands to create a customised campaign that converts leads through a deeper understanding of the customer profile.
Clear-Cut Clarity: With a wealth of information in their database, marketers can sift through to determine the most accurate and actionable information about customers and prospects. With a data-driven approach, it becomes much easier to separate and group the target audiences that you’re trying to reach.
Conclusion
The future remains dazzling for data-driven marketing. Along with predictive and artificial intelligence marketing, data-driven solutions are becoming an essential part of successful marketing campaigns. This is because of the progressive needs of customers and their expectations for more personalised experiences.
