The current era has led to a wave of technological advancements that influence almost every field out there. Among these, big data and analytics have emerged as a promising phenomenon that has the potential to change the way we execute transactions. It is a form of predictive analysis, which extracts valuable information from a deluge of data.
Big data has predominantly influenced the fields of finance, IT, sales, and marketing. In fact, it has revolutionized marketing by predicting the right action to implement at the right time. The abundance of digital data and the ability to process it successfully has paved the way for effective automation campaigns.
According to statistics, by the year 2020, 1.7 megabytes of data will be produced per second, for every individual on earth. The plethora of data sets is capable of providing keen insight about every person’s interests and preferences. Based on this information, marketers can transform their campaigns and design astute strategies to acquire leads and target customers more efficiently.
Furthermore, efficacious data-driven tactics can leverage your company against your competitive niche. According to a survey, while 85% of the organizations are striving for a more data-driven approach, only 37% of them have been successful.
Effects of big data in marketing automation
Marketing automation can be used to build dynamic and fruitful relationships between the customers and the sellers using big data. Here is how:
Build a customer profile
A client communicates with the business through various touch points. You can use these interactions to create a well-rounded customer profile. This consists of the trigger points that motivate a lead to convert into a consumer. For example, you can identify the devices used by the prospects, communication channels they prefer, their thoughts about your product or service expressed on online platforms, and so on.
All this information, otherwise rendered useless before the advent of big data analytics, can contribute towards building a comprehensive profile. Consequently, you can deliver a more compelling, positive customer experience, and execute excellent omnichannel marketing.
Create targeted campaigns
In the past, you were required to wait for a prospective customer who expressed interest in your brand to approach you for sales transaction. However, using a client’s profile, you can use their social interactions and online presence to put your marketing campaign right in front of them.
Moreover, real-time data allows you to understand your prospective client’s most inherent requirements. Marketing automation, supplemented by big data, enables you to generate a more targeted strategy. It has the potential to tap into the clients’ desires and preferences, and display personalized ads, which are exactly what the lead wants to see. With automation, you can create multiple routes, to provide a different experience to every individual. When you do not feed your prospects promotional jargon, but meaningful content, it translates into a stronger customer relationship.
Mine the past to predict the future
Every customer has his or her own unique buying history. Using predictive analysis, you can use this history to expedite your future campaigns.
Amazon is a great example to follow. The online retail giant gathers a plethora of information about a customer including their wish list, previous purchases, customer ratings, etc. Then, they generate a list of product recommendations that is most likely to convert a lead to a customer or compel previous clients to buy again.
The Pareto Principle states that 80% of your sales come from only 20% of your consumers. Therefore, an exclusively directed retargeting strategy translates into better sales and customers that are more loyal.
Big data and email marketing
Big data is also effective in designing your email marketing campaigns. The conventional practice of blasting an email to the entire subscriber’s list is now redundant. Customers expect and respond to emails that are more individualized. Thus, big data can help to automate your email marketing for a more streamlined customer-buying journey:
Personalized email format and content
Big data deconstruction has enabled the marketers to construct tailored emails based on a consumer’s demographics, preferred products or services, and even geographical location. These kinds of emails resonate better with the receivers and have a higher engagement rate as well.
For example, when you are aware of the geographical location of a potential customer, you can send them emails about local offers to draw them to your physical stores. Similarly, you can notify the female half of your customer database about your upcoming women wear line.
Automated email marketing can also generate a welcome email when a new lead enters the sales funnel or send customized birthday wishes to your valued customers.
However, it is instrumental to add your business’s personalized signature at the end of every email to create brand awareness and establish synchronization between all your interactions. Here are some tips on designing signatures along with best email signature examples.
Retargeting campaigns
Often, an individual browses your website, creates a wish list, and even adds some products to the cart. However, he or she fails to complete the purchase and abandons the buying journey.
Retargeting campaigns allow you to compel the person, who expressed an interest in your company’s products, to check out. Such individuals are nurtured leads that require a gentle nudge to exit the sales funnel. You can send them an email with existing deals or offers on the items they added to the cart or their wish list. You can also create a sense of urgency by offering limited time discounts. Always add a CTA button to transport the prospect from the email to the landing page for easier transactions.
Post-purchase email marketing
Another form of email marketing positively affected by the use of big data is reselling and cross-selling. Previous purchases and browsing patterns provide in-depth context to a person’s interests.
Therefore, you can include items, in the email, that are highly relevant and compliment the products recently bought by a customer. Since you already understand the client’s preferences, you have the opportunity to drive sales using highly personalized post-purchase emails that pique the interest of the viewer.
Conclusion
Big data marketing is the present and the future of advertising. By utilizing it effectively, you can procure tremendous insights about your consumer base and use them to construct effective campaigns. Add a proficient sales team to the mix, and you can witness a phenomenal sales trajectory.
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