The Case for a Data-Driven Approach to Marketing

The rise of mobile devices, social media, and data analytics has transformed marketing. Now, as long as you have access to the right data, you can connect with customers more effectively than ever before.

Still, not every marketer is sold on data even though data-driven marketing campaigns have proven to be most effective on their targeting and ROI.

Embrace Data

More marketers are looking for measurable returns on advertising spend, particularly in today’s tricky economy.

Analysis with measurable results are incredibly important, and it can transform your marketing effectiveness. You just need to use data to craft masterful campaigns.

Analytics let you track clicks, acquisitions in the form of installations or purchases, and even the lifetime value of the customer. While this is doable on the web, it’s particularly simple on mobile.

Build your campaigns with these things in mind. Set goals. If your campaign fails, ask yourself whether your goals were realistic in the first place, and think about whether you used the right strategy. No matter the result, be driven by data—it never lies.

Be Flexible

It’s tricky to figure out how to measure the effectiveness of your campaigns across a seemingly never-ending amount of platforms. Get used to it.

Marketers are spending branding and reach campaign budgets across multiple platforms. They are getting results that are difficult to measure. Anyways, the more platforms you’re on, the harder it is to analyze the results.

At Spotad, we believe that your analysis needs to touch your social networks, search, mobile search, in-app advertising—and more.

Bottom line: Make sure every aspect of your campaign—ideally, your integrated marketing campaign—is measured.

Own Digital

Mobile advertising is quickly catching up to desktop for e-commerce and overall web usage. Quite clearly, mobile is the future.

Mobile is growing faster than anyone could have imagined because:

• More people are purchasing smartphones, particularly in emerging markets
• Mobile screen sizes are getting bigger, so there’s more room for media inventory
• Phones are also getting faster, which allows advertisements to load increasingly quicker and in turn have higher functionality (rich media, video, gif. etc.)
• People are spending more and more time in front of their phones

Right now, mobile is the biggest opportunity in advertising. If your company isn’t investing heavily in its mobile strategy, you’re not only missing out today, you’re stunting tomorrow’s growth.

Successful marketing is a tricky business. But thanks to the rise of mobile technology and breakthroughs in analytics, effectively reaching customers is more attainable than ever. Stay patient. See what works and what doesn’t, and adjust your strategy accordingly.