As the shift towards digital marketing continues to increase, so does the need for industry analysis. Consumers of today want personalized attention that meets their expectations, not a generalized idea based on stereotypes.
In the age of information, data has changed everything. Online marketers are becoming aware of how important data analysis is in the grand scheme of things. The problem is, when marketers hear analytics, they usually think of only web analytics programs like Google Analytics. While having the insight of how well your website is doing from a technical standpoint is important, to truly understand the performance of their marketing campaigns, marketers need to analyze data on a much larger scale.
Back to Basics
Whether it’s website visits, email campaigns or coupon codes, there are a lot of opportunities for small businesses to compile data and use it to their fullest advantage. No longer are customers only visiting a company’s website for contact information. With emphasis placed on customer engagement, people are able to start conversations with others, inquire about products and even digest custom content. In this manner, a company’s website has become a lucrative marketing tool that engages with its visitors and provides information in exchange for data.
The Big Picture
The term “big data” usually evokes marketers to think of complex campaigns that require state-of-the-art analysis. Fortunately, data collection isn’t complicated. Marketing analytics include data from social media platforms, emails and offline events. Since marketing analytics typically customer-centric featuring prospects, leads and makes the customer the focal point.
Keep the Conversation Going
Blogs have quickly become a mainstay of a company’s content marketing strategy. They help businesses engage with customers and open the door for new business opportunities. Even if you don’t have an analytical tool installed, you’re able to gain considerable insight about your audience. Does your target audience respond to your content? Do they share your blog posts? Which ideas are mentioned during blog discussions? All of the above offers you a chance to analyze and tweak your marketing strategy to better suit your customers’ needs. By compiling data from different sources, you are able to hone in on what is lacking in specific channels and make adjustments accordingly.
As technology and digital marketing continue to evolve, so do customer expectations. By conducting industry analysis, you are better equipped to satisfy their expectations. Take the time and examine visitors’ behavior. By segmenting your audience, you can develop individualized buyer’s personas and create content specifically geared towards them.