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Industry Viewpoint

Marketing's Changing
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Marketing's Changing Face in Today's Data-Driven World

YPriyanka Sharma, Head - Marketing, CIGNEX Datamatics


Priyanka has been with CGNEX for over six years, having previously worked at Triton Communications, Infinity Advertising, and Arvind Mills.


With the uproar of digital and technology transformation, the marketing world has evolved from the traditional 4Ps to an era where social networks, advocacy, and engagement rule discussions. The digital landscape is changing, and new consumer behaviour necessitates the adoption of new rules in order to engage them. From the days of untargeted broadcasting aimed at the masses, the world has progressed to the digital age, which necessitates a broader reach but precise targeting.


Today, it is critical that both digital and data-driven strategies are well integrated into marketing processes in order to achieve the desired results. Marketers with advanced tools can collect data at various stages of their marketing campaigns. They have the ability to target specific audiences with targeted messaging by utilising this data.


In short, rather than assuming what people want, marketers must know where to look. With this approach, the emphasis is on engaging individuals rather than targeting audiences across multiple channels. The goal here is to recognise the same users across devices and channels and guide them down the path to purchase by delivering high quality content rather than high volume communication.


Developing a Data-Driven Marketing Strategy


Like other successful business strategies, it is critical to have a well-coordinated data-driven approach that fuels and ensures the success of the digital marketing plan.


Audience Retargeting: With customers having access to a plethora of options as a result of digitization, marketers must be able to create brand recall for their target audience. This is where remarketing comes in handy. It enables marketers to target their audience who visited them once and then moved on to other pages and give them a gentle nudge and reminder of what they were looking at on the brand's website. Retargeting is an important component of a data-driven strategy because it allows marketers to customise their campaigns and leverage technology to offer relevant offers to prospective customers by leveraging available data.


Data-Driven Advertising: Marketing automation solutions provide users with access to a wealth of data insights. Individual contacts can be identified and selected from this data, which can then be used to create hypertargeted smart ads. These ads not only help with retention, but they also have the highest potential for converting prospects into customers and thus increasing ROI. Social media is another way to target potential customers based on data. Customers' information can be found firsthand on social media channels. Using this will allow marketers to establish a two-way communication channel, increasing the chances of conversion.


Paid Search Campaign Optimization: Customers are looking at multiple things in a short period of time thanks to fast search engines and diverse social media channels. This information is extremely valuable and can be used by marketers to optimise their paid search campaigns. Marketers can see what keywords their target audience is searching for and create search-optimized content that drives valuable traffic to their website.


Data-Driven Email Marketing: Email marketing is an essential component of nearly all marketing strategies. A high level of personalization in campaigns can be achieved with the right data. Creating campaigns based on customer preferences will assist marketers in delivering the right message to the right customer at the right time, resulting in long-term relationships with brands.


Gaining Advantages from Data-Driven Marketing


A data-driven approach to marketing, when implemented successfully, can produce unexpected results and long-term benefits for a brand.


Personalization: With data-driven marketing, marketers can profile their customers and reach out to them with customised campaigns tailored to their specific needs. Conveying the right information to prospects at the right time increases the likelihood of conversion.


Clarity: The wealth of information obtained from data enables marketers to compile actionable insights about customers, which can then be used for customised targeting. It becomes easier to reach the right audience with the right messaging by structuring the data based on various attributes.


Multichannel Content Optimization: Leads generated through any social media channel respond differently than leads generated through Google Networks. Sifting through this lead data allows marketers to analyse what works best for them and then optimise the content for the appropriate channel, whether it's social media, emailers, or blogs.


Increased Engagement: More personalised content is always appreciated by the audience, as evidenced by an increase in the number of likes, shares, and engagement on the content. A significant increase in user engagement leads to brand trust, which leads to increased purchases and loyalty in the long run.