5 Data Driven Digital Marketing Tactics to Embrace in 2022
December 29th, 2021
As the new year approaches, businesses evaluate their strategies and develop new tactics to keep up with market expectations and fast-changing industries. Because the marketing department plays a vital role in promoting the mission and business of an organization, they must contemplate two critical questions. “Is your marketing strategy agile enough to adapt?” and if so, “does your organization utilize the right resources to deliver a data-driven digital experience?”.
It all starts with a powerful foundation
In marketing, agility demands a speedy response to customer trends and preferences, but messaging must continue to be thoughtful and considered. With a properly installed and configured marketing technology ecosystem, valuable resources can spend less time on the tech and more time on the content. A robust digital foundation built for speed, flexibility, and personalization allows organizations to reach audiences with effective targeted communications and connect with engaged contacts in real-time.
To deliver the right customer experience, organizations need seamlessly integrated tools including:
Personalization & AI integration
As customer expectations evolve, organizations can leverage data shared across platforms to keep their resources aligned in real-time. At the core, developers and marketers need to equally collaborate to use content on different occasions across various channels.
Organizations must provide value throughout the customer's journey by understanding customer intent and needs. Through collaborations, intuitive workflows, and AI integrations, data analytics can go beyond to deliver meaningful interactions. Delivering an omnichannel experience is all about embracing content reuse across channels and supporting deployment with managed services.
Data-Driven tactics to consider
Although consumer behavior changes often, nowadays we’re “gifted” with the technology that makes it possible to collect and analyze massive amounts of data. There are various types of data to collect that streamline your business goals and strategies, in addition to anticipating your audiences’ needs and tailoring messages to them. There are 5 data-driven tactics that organizations need to consider:
- Improve strategy with data
Effective strategic planning is preceded by analyzing clean, consistent, and relevant data to have any chance of success. That begins by asking the right questions, so we sort the previous years' activities into two columns: What worked and what didn't work? For each example, we look for data to explain why, so we have a data-driven justification for doubling down or ending a tactic.
However, while necessary, consideration of historical information is insufficient to make predictions about customer behavior. That's why it's also critically important to consider external trend reports.
- Use predictive analytics
By integrating predictive analytics with account-based marketing, businesses can target accounts that match the company’s ideal customer profile. AI identifies behavior patterns from the collected data and transforms it into intelligence by determining high-quality customers from the rest.
- Use cross-channel marketing
With the rise in the number of channels consumers are using to make a buying decision, an omnichannel approach is now an integral part of digital strategies. It allows businesses to recognize a user across any channel both consistently and accurately based on both physical and digital attributes. By establishing the data sources, marketers have the ability to understand how every audience differs based on their use of a specific channel. After which, marketers can establish modeling and attribution to confirm that data is properly categorized and displayed. Only when high-quality data is available in real-time can marketers make good and valuable decisions. Data is not a one-time establishment; it needs to be continuously checked and validated to maintain accuracy and reliability.
- Personalize the customer experience
Consumers seek experiences that are driven by their personal intent rather than what a brand has available to offer. At that moment, personalization matters. The best way to get people’s attention is by tailoring content to their specific needs and online interactions.
- Diagnose and improve outdated processes
Businesses need to create the foundation for a sustainable future of data-driven decisions. Data-driven transformation isn’t just adding digital technologies to old processes, but instead identifying obsolete processes and transforming them. One way to uncover process inefficiencies is by process mining, which identifies problems in a process by using algorithms to analyze data from underlying systems.
If you have any questions about data-driven strategies, please don’t hesitate to reach out for a no-cost, no-commitment consultation and a member of our team will contact you shortly.