Using Big Data for Effective Direct Marketing
08 Nov, 2018
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Today’s world is all about hard data, numbers, figures and stats for measuring everything around us: performance, results, etc. Metrics have become an essential part of our day to day and this data is key for developing effective strategies in almost every field and industry. Direct marketing is no exception. [Related topics: Direct response agency]
Big data is crucial for companies in need to supercharge their marketing efforts and gain an advantage over the competition. Especially, since consumers have become increasingly selective in the products and services they buy as well as the messages they read or listen to.
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Text messages, emails, and direct mail are often used to bombard shoppers with promotional material, but the reality behind is often times completely ignored.
If you want to ensure your company’s message doesn’t fall on deaf ears, adopting a data-driven marketing strategy to ensure you’re marketing to the right consumer at the right time under the right conditions is the only way to make it happen.
The stats don’t line and companies who do are six times more likely to be profitable year over year. A company with data-driven marketing strategy is six times more likely to be profitable year over year.
And the importance of data science lies on the personalization direct marketing allows. Data science is one of the key tenants of effective marketing and using it wisely allows you to customize and personalize your marketing message or format based on the preferences and demographics of your consumer.
“A report by Salesforce found that 52% consumers say they’re likely to switch brands if a company doesn’t personalize communications to them.” Now that the newer generations of customers crave a more personalized experience, using big data can help companies provide that by helping those companies understand:
• What drives a consumer to make a purchase
• How their spending habits look like
• What kind of products and services consumers are most interested in
• When a consumer is most likely to make a purchase
• What marketing format is the most effective
Big data can help you understand your consumer’s shopping behavior and let you know precisely how customers discover, buy and engage with a product or brand for a more successful business.
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