Changes in a Marketing function in this age of big data

Today may be a digital age, with many thousands of gadgets at people’s disposal, including tablets, digital television, apps, smartphones, e-commerce, social networks and lots of more. A couple of years back, before the emergence of the digital revolution, the marketer’s work was to form captivating and catchy ads for television, hoardings, and billboards. The digital age compelled marketers to evolve and to take advantage of technology so as to distribute messages. Lately, marketers have a special kind of job, which includes crunching numbers and statistics, gathering data, targeting individuals, deriving trends and finding the proper channel among the various to succeed in bent the target clients. The digital age brought plenty of data that marketers could leverage to form strategic marketing decisions via more accurate insights. Therefore, consumers served more useful content via ads.

A lot of organizations are leveraging data from different sources to spice up their digital marketing campaigns. The campaigns were proven to be simpler compared to the old sort of advertising. By taking the probabilities from the equation enables marketers to detect the change in trends and thus they can use them for more targeted marketing campaigns. The quantity of knowledge and sources is overwhelming, necessitating investment in bigger and more complex databases also as data analytics tools to form a sense of all the available information. Uncovering the insights leads to the higher ability of spotting opportunities, the proper course and customer engagement.

THE MOST IMPORTANT REASONS TO USE BIG DATA ANALYTICS IS TO IMPROVE THE DIGITAL MARKETING CAMPAIGN AND STRATEGIES THE SPENDS.

 The following are key reasons to think about using big data to spice up the digital marketing campaign can yield the best results. 

·       The data visualization tools could help in boosting the effectiveness of social media campaigns. With the increase in competition, because of the digital age and opening of borders via the web, marketers are finding ways to know and interpret data fast. The info visualization tools are used for deriving actionable insight. From a business point of view, these could include insights to flow of inventory throughout the year, lulls and peaks in shopping periods, and customer preferences and behaviors among others. Decisions are made supported the collective comprehension of knowledge points, and gathering of varied minds could lead to breakthroughs to considerably boost bottom lines, like identifying slow-moving stock for better control of inventory, bigger savings, and better sales turnovers. Real-time consumer insights could help gain more customers and minimize churn. Analysis of consumer data with data analytics tools means the marketing teams are better equipped to reply to consumer changes and demands.

·       Data analytics needn't be expensive or complex. apart from offering management solutions, tons of remote service providers now look to supply DaaS or data analytics as a service. this is often ideal for smaller organizations that even have big data amounts but couldn't afford the cash outlay needed to get licenses and analytics tools. this might be done via remote service apps, enabling clients to leverage different analytical tools on their data to pay supported the processed data volumes. There also are interactive dashboards easier for non-tech savvy team members to urge the insights from the data store.

·       Using data on past events could help plan for the longer term. With a data-driven approach, marketers could analyze what's worked within the past in order that they could make better decisions moving forward. Backed by insights from consumers also as other data forms, they might plan future campaigns and activities with a greater certainty degree. this is often particularly important for businesses that require to questions their offerings often and tweak them to supply good customer experience. Say as an example restaurants could leverage insights from customer order information to work out trends and offer special prices on meals that are less popular. they might also find ways of improving products to form them more popular among customers.

There are many data analytics sources that a business could use to spice up the results of a subsequent digital marketing campaign. A few of them are listed below:

·       Web mining - This data is compiled through mining the online. It uses automated tools to uncover also to extract information from web documents and web servers. It also enables businesses to access structured and unstructured data from server logs, browser activities, page content, site, and link structure and other sources.

·       Social networks - Social media proliferated everywhere on the planet. the typical internet user spends a minimum of two and a half hours on social networks daily. Social networks enable marketers to reap an enormous range of knowledge, from personal preferences to brand mentions also as tastes via tracking posts, comments, shares, likes, check-in details et al.

·       Search data - This is often data gathered from browser activity via using special tools for tracking search information and determine consumer intent and behavior. Also, consume5rs might be matched to their online persona via a way called onboarding. A business could then create a targeted online audience.

·       Tracking Transaction - Each transaction through a business provides useful data regarding users, whether it's financial, logistical or other related processes. Organizations could use transactions, like purchases, insurance claims, withdrawals, and deposits, orders and requests, booking and reservations also as Mastercard transactions to possess insight into the activities of the target audiences.

5. Crowdsourcing of Data - This is often a process of gathering public intelligence and has been made easier through the online. Big communities of individuals related by passion/interest are studied and therefore the data gathered by running surveys and polls among other user-generated media.

Big data has such world power for digital marketing. Data analytics is one of the huge megatrends today, which still gain attention, alongside the growing number of internet companies and users trying to convert the knowledge into profits for patrons. Companies that make extensive use of knowledge analytics will witness an enormous profit improvement over the competition.