Today, reaching your intended target audience has never been easier — the vast amount of metrics and data available about each marketing campaign, promoted ad, social media page or website makes it easier to identify the positives, faults and instantaneously fix the needful so that you can reach the intended audience the right way and at the right time. Therefore, data plays an invaluable role in furthering digital marketing and some facets of the same include:
Knowing The Audience
The most important aspect of data is understanding who/where it came from — with this information in hand, it is easy to understand the target market, the psychographics, demographics, characteristics and buyer habits. Being able to track every customer journey and utilise that data provides unique insights that can help expand your brand’s customer base with people that share similar interests or characteristics. Choosing the appropriate channel for the TGA is also viable based off the interactions they have had with previous campaigns.
Identifying High ROI Approaches
Analysing the data and insights from previous campaigns can help identify the most profitable aspects of the strategy, which can be further developed and replicated in eventual campaigns. These points can be identified using link tracking software like Facebook Pixel, a tool that shows where the traffic originates from as well as the users who engaged the most & those who got converted. This helps in holistically analysing the customer journey and provides valuable points about consumer purchase behaviour.
Detecting Click Fraud
Click fraud happens when an ad gets multiple clicks but no conversions. Both click fraud and bot traffic cause massive losses to brands who fall victim to it. By identifying the source of fraudulent traffic, any misspent ad budgets can be reclaimed and the origins of genuine traffic can be optimised for current / future campaigns.
Targeting The Right Words
Data can help with regard to understanding what the target audience is searching for when looking for related products or services. This aspect helps in identifying the right keywords that can be used to target specific customers, eventually driving traffic onto the website. But, it’s not just the website that benefits from the words; using them in social media posts and on other digital media platforms, helps boost the SEO standing. A great strategy is to monitor and analyse results continuously while bidding on keywords so that you can optimise the marketing strategy on-the-go.It’s no secret that data drives the world of digital marketing, especially when it comes to creating effective strategies. Digital marketing campaigns today are backed by extensive amounts of data and insights that categorically improve their chances of success. The trackability and ease of obtaining data related to advertising is unique to online advertising — this is why data and digital marketing play such an essential role with regard to positive brand trajectories in today’s world.
