What is Data Driven Marketing? Benefits, Examples and Strategies

Whether you’ve been running a business for years or you’re just getting started, it’s important to know about data driven marketing. Learn about this type of marketing, how it can benefit your company, and help you establish a solid client base.

What Is Data Driven Marketing?

Data driven marketing is a strategy that uses consumer information for targeting and effective messaging and purchasing. It is one of the most significant changes that has ever occurred in digital advertising.

Due to the rise in quantity and quality of marketing data, there’s been expansive growth in technologies used for creative automation and production. This allows businesses to enhance all aspects of the marketing process.

Making decisions based on data driven marketing involves answering questions like:

  • Who do you want to market to?
  • Where are you marketing?
  • What message do you want to provide to potential and existing customers?

Benefits of Data Driven Marketing

There are several noticeable benefits. This form of marketing is an advanced way of providing enticing information to the public that could grow a business’ customer base significantly. Through machine learning and algorithms, marketers and advertising agencies are able to remove some of the guesswork from media purchasing and planning. This means data driven marketing can help businesses save money while still getting their message across.

It also makes it easier for companies to appeal to the right demographic. The advertising dollars and marketing messages are customized so that only the appropriate customers receive the message.

Through data driven marketing, businesses can provide relevant information to their consumers. While some brands present broad ideas to attract consumers, most companies choose to tailor their message so they are applicable to the people they are trying to reach.

Examples of Data Driven Marketing

Companies who want to put data driven marketing into practice could gain a better understanding of this advertising tactic by observing a few examples. Below are some scenarios:

Using the Insight Tag on LinkedIn

This tactic makes it easy to find the professional characteristics of visitors. As a business owner, when you can see the professions of people who visit your website, you can create marketing messages that will appeal to their professional goals and aspirations. This is especially important if you’re a SaaS or B2B company.

Using Google Analytics and Search Console

These tools will improve quality of data reported about the organic traffic associated with your website. You’ll know how many people are interacting with your app or website and how long they stay on the site. Once you have this information, you can accurately evaluate your performance and get information about the marketing tactics and content that are most effective for your company.

Use SimilarWeb

This tool is beneficial because it lets you know where your website visitors go once they leave your site. You can enhance your marketing efforts based on the competition once you notice that website visitors are staying on other websites longer or engaging with other companies.

Boost Online Purchases

Using visitor feedback and recordings allows you to make the best use of your visitor data. Pay attention to how consumers are using your landing page or website so you’ll know which obstacles are keeping customers from having the best experience. Using a tool that records the customer’s experience so you can listen to the playback later allows you to organize the information you receive and use it to enhance your promotional tools and marketing efforts.

4 Data Driven Marketing Strategies that Work

After learning about data driven marketing, you’ll want to know a few proven strategies to make this form of advertisement work for your company. Here are four tactics that work:

1. Be sure to have an effective ERP and CRM system

Business operations have become more complex since company owners are now handling several services in-house, including sales, taxation, movement, and tracking of products, and inventory. Enterprise Resource Planning (ERP) and customer relationship management (CRM) are extremely important and should be part of the company’s foundation.

2. Prepare a data management platform

Once your ERP and CRM are in place, your business will likely receive large amounts of data daily. Organize the data according to relevance on a monthly basis to know where you stand against your competitors and to figure out future strategies for making your company stand out.

3. Shop around for data management tools

There are several tools on the market to help you analyze email, social media, business competition, website, and app data. You should choose the data management tools that are best for your company and meet your specific needs, whether your focus is on tracking email leads, analyzing your social media following, or determining how many people have downloaded your company’s app.

4. Be clear about your goals

You should define your company goals with data driven marketing trends in mind. Your target audience and your marketing goals are two different things; you need to have a clear plan for how to drive sales and another for giving your consumers useful information that keeps them engaged. Evaluate the way your company handles product launches and promotional offers, and find the balance between following marketing trends and following your instincts so you can make the most impact.

Data driven marketing is an integral part of business promotion. In fact, it’s a part of everything we do for our clients. It affects how we perform our content marketing services, optimization, and social media marketing, just to name a few areas. The more you know about this tactic, the more you can incorporate it into your business: the way you interact with customers, how you reach out to potential clients, and the brand you show to the world.

Learn how we can use data to drive business to your site. Contact Level343 LLC to discuss your project.

Today's Author

Lacy Gray has been in the rankings of Level343 as a copywriter, marketer and behind-the-scenes optimizer for over ten years, developing skills that have been invaluable for our clients. She’s fascinated by how marketing works, and spends a great deal of time reading about the arts of marketing and optimization.

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