Why your marketing should be data-driven

Posted on: March 10th, 2020 onPlatinum

Understanding your customers and clients has always been incredibly important for businesses. However, big data has been a buzzword of the past few years and has transformed the way that companies conduct their marketing. With online shopping and social media, marketing efforts are now being driven by data, using it to hyper-target customers and understand purchasing behaviours. Businesses need their marketing to be data-driven, so they don’t get left behind their competitors.

What is data-driven marketing?

Companies are always collecting information about their customers, including demographic and geographic information. Data-driven marketing uses this information to guide marketing efforts, helping companies to segment their market better and reach the right people.

Why should you be using data?

A better understanding of your customers

By using actual data to inform your marketing decisions, you gain a much greater understanding of who your customers are, their buying behaviour, and why they have decided to do business with your company. This allows you to create personalised content, which customers will appreciate and engage with more.

Spend your money wisely

Data-driven marketing helps you to spend your marketing budget wisely. You are giving customers and potential customers what they want, based on past behaviours and engagements with your organisation. Additionally, you can hyper-customise and focus your marketing efforts, achieving far greater targeting.

What data should be used?

Many small businesses are overwhelmed by the idea of using data for their marketing. It isn’t very easy to figure out where to start. Chances are you have the data already at your fingertips – in your emails, billing and shipping information. Start by looking at this data and determine:

• Demographic data (age, occupation, family)
• Geographic data (location)
• Purchasing behaviour (what are they buying, are they purchasing frequently, how much are they spending each time)

To improve your marketing efforts, you need to have a thorough understanding of your customers and target market. Businesses should be using the plethora of data they already have to understand their customers better and make better use of their marketing spend.