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The Importance Of Using Data In Marketing Strategies

Marketing is an area that has gained increasing importance within companies. With the need to occupy a prominent space in the market and stand out from the competition, they have understood the value of marketing strategies in this process. 

But for strategies to be successful, it is essential to know the business’s target audience and its behavior. This involves habits, pains, and desires towards which all actions must be directed. And so, data is an essential tool for a good marketing strategy.

Understand why data is so important when designing marketing strategies for your company:

What Types Of Data Can Be Collected By Marketing?

According to information, the volume of data created in recent years is more significant than that produced in the entire history of humanity. In addition, the production of information doubles every two years, and in 2021, it reached 350 zettabytes, equivalent to 35 trillion gigabytes. 

An impressive number, don’t you agree? However, you might wonder what kind of data is essential to your Marketing strategy. Are they:

  • Structured: reports, internal information, among others;
  • Semi-structured: social data and originated from companies’ Digital Marketing solutions, such as social networks, email marketing, and Inbound Marketing;
  • Unstructured: fragmented data without a pre-established logic, which can be structured and analyzed with the help of systems.

Why Prioritize Data Usage In The Industry?

It is practically impossible for any Marketing strategy to have the expected results or above expectations without knowing potential and current customers. After all, campaigns will be more effective if thought out and strategically targeted to a particular audience.

Shooting anywhere, or even running a campaign based on guesswork, is not a very smart action, as your target audience may have an opposite profile to what you imagined and not communicate well with your strategy.

And the use of data comes in precisely to close this gap. Using data means communicating effectively; we know communication is the foundation of everything.

Better Audience Segmentation

Suppose a Marketing action is carried out in the “dark,” without due care with the segmentation of the public. In that case, the tendency to waste resources and dissatisfaction with the results is excellent. 

After all, if the public does not relate to the company’s message, it will hardly be impacted by its products and services offered. Therefore, a campaign will be lost and will not achieve the desired objectives.

On the other hand, when there is a data orientation, the strategy becomes more accurate, reaching those interested in relating to the company.

Competitive Edge

Competition has been increasingly fierce in the digital world. With the technological tools available in today’s world, which optimize operations in many ways, standing out in the market has become increasingly difficult.

Therefore, digital marketing has gained space and proved to be a real revolution in this commercial race. And that’s why data helps so much, especially in solving insights that can be the turning point of any business.

Identification Of Consumption Patterns And Trends

From the moment Marketing starts to be driven by data, it is possible to anticipate consumption patterns and trends, putting the company at the forefront of creating campaigns and offering consistent solutions. This, in turn, impacts customer satisfaction and a good experience, generating better results.

Assertive Decision Making

Making decisions is always challenging for managers, as they can define the company’s future. In the Marketing area, this is crucial for the success of any strategy, especially regarding customer perception of the brand.

Therefore, this process must be structured based on reliable data and information, which makes choices more accurate and less risky. In today’s competitive market, taking the wrong path can have significant consequences for the company.

How To Start A Data-Driven Strategy?

The first step to making this happen efficiently is to focus. That is the exact notion of what data is relevant to Marketing, keeping attention on the metrics and KPIs that should be analyzed. 

Among them are leads by channel (social networks, emails, chatbots, etc.), open email rate, engagement, purchase recurrence, average ticket, Customer Acquisition Cost (CAC), Return on Investment (ROI) ) and others.

With that in mind, the time has come to look for technological tools that help to understand the customer, map the purchase journey and identify patterns, such as strategies that bring better results.

The objective is to gather the information that supports daily decisions, facilitate the work of employees, minimize the waste of resources, optimize the operation and make Marketing increasingly efficient and assertive to attract, conquer and retain customers.

In this context, it is worth noting that having the right tools is as essential as having a team of collaborators who know how to analyze them strategically and create memorable campaigns.

Also Read: In Practice: How To Monitor A Marketing Plan?

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