3 Ways Data Influences Marketing Strategy

3 Ways Data Influences Marketing Strategy

Strategy – that word is thrown around all of the time. Regardless of your industry, I can guarantee it is uttered, heard or thought about on a weekly basis. The word projects reassurance to bosses, implying that someone has developed a flawless plan to minimize risk and maximize goal-attainment. Now, how often does that actually happen? My guess – not as frequently as it should.

The reality is that the average marketer is swamped. From budget discussions to pushing campaigns out the door, time is precious, short and must be used effectively. Oftentimes you might be dealing with so many tactical objectives that you forget why you are even doing them in the first place. Let’s take a step back for a moment.

The world we live in is overwhelmingly digital. The integration of tech into our lives is so acceptable people will stop conversations mid-sentence to respond to the latest alert – and with the “Internet of Things” on the rise, my hunch is that the our lives in the digital world are only going to intensify. With all of these devices, the amount of data being exchanged on any given device at any given time is not only massive, but extremely insightful for those marketers willing to invest in strategy. While haphazard plans may work from time to time, the reality is that without a solid business strategy it will be a struggle to keep up with competitors who see the bigger picture.

Data can influence your marketing strategy by:

  • Driving Customer Journey Mapping: The path to purchase is dead. Consumers have multiple touch points and entries to discover, engage and buy from your brand. Use your data to your advantage. With the right system in place, you can analyze your data to see where customers are coming in and how they are familiarizing themselves with your brand. In turn, the aggregation of this data can build out a solid marketing (or go-to-market) strategy for the best user experience to enhance the customer’s relationship with your brand.
  • Explaining the Why Behind the Purchase: Depending on your product, it might be an easy or a hard sell to customers. Some products I regularly need to buy, such as contact solution and toothpaste, while others I would classify as a luxury. With each view, open, click or purchase, there a reason behind my action that brands can begin to piece together by connecting the data points. Why did I choose to buy one brand over another? Why did I choose one product line over another? As brands begin to view all of their data on me in one centralized hub, the big picture becomes clear and this deepens brand personas, segmentation and understanding for increased marketing strategy.
  • Influencing Product Developments and Enhancements: The entire reason any business is successful is because of the customer. Customers influence every single decision from packaging to website design, with the end goal of creating an emotional connection to the brand. Data will always vary from customer to customer, which is why it is crucial to look into larger trends. Even though each customer has their own journey with your brand, their preferences dictate the development of new products, features and decisions you are making as a brand. With quality data and the ability to read that data accurately, you are no longer guessing what your customers want – you are accurately monitoring, listening and anticipating it.

We know that data is everywhere – it has been everywhere for quite some time now. As brands, we must shift our thinking from tactical ways to use our data to the big picture of strategy development. What starts out as an insight from marketing data could quickly morph into an insight that redefines how strategy is being developed in all departments. More often than not, everything is connected. Data supports our decisions, but it is up to everyone in the organization to connect the dots and use that information to build a rock star company tuned in to the needs of the customer.

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