How to Build Data-Driven Digital Marketing Campaigns?

Marketing | 5 minutes to read

04th Mar, 2022

The lack of a 360-degree view of data collected online and BI analytics tools impedes a company’s ability to orchestrate successful marketing campaigns. Companies will need a tactical approach and AI-led data maintenance tools to overcome the challenges of unstructured customer data captured online.

Snapshots:

    • Shoppers are getting smarter and digital-native using multiple channels throughout their buying journey

    • Modern enterprises face an abundance of unstructured customer data captured across different online touchpoints

    • Major roadblocks in implementing a data-driven digital marketing strategy are the absence of a 360-degree view of the customer data and advanced BI analytics tool

    • Approaches and tools that involve business’s first, second, and third-party data will be the most crucial determinants of a successful digital marketing campaign

    Data-driven digital marketing is gaining prominence as a demand generation technique amidst constantly evolving customer behaviour. Shoppers are getting smarter and digital-native using multiple channels throughout their buying journey. They are gathering information about the product from across different sources including, social media, emails, website. Adding to the woes of the already digitizing marketplace was the spread of the covid-19 pandemic, which made shoppers wary of in-person shopping at stores. All this has exposed businesses to heaps of data across different online touchpoints.

    The absence of necessary data & BI analytics tools and haphazard adoption leads to performance-sapping errors. In addition, small and medium enterprises often lack both manual and technical expertise to build effective omnichannel marketing strategies based on big data.

    Customers today want a high degree of personalization and expect businesses to know who they are and what they want. Irrelevant or untimely messages from businesses get tagged as spam or junk. Without a 360-degree view of the target customers and accurate BI analytics based on insights gathered both online and offline, there is no working data-driven digital marketing campaign. The path to creating a successful data-driven marketing strategy for digital lead generation is not complex if one understands the data tools and simple procedures required for this.

    What is data-driven digital marketing?

    Data-driven digital marketing involves the use of customer data, including technographic, firmographics, demographics, financials, and contact information for personalizing campaigns and optimizing the customer experience. In short, data is needed to create personalized campaigns for every audience segment, target users on multiple channels, and make them more perceptive of the ad messages. According to a 2019 industry-wide survey, optimizing the content experience and creating content was among the two key opportunities marketers found in data-driven digital marketing.

    Bottlenecks marketers face with data-driven digital marketing 

    Marketers face numerous challenges when using data to improve their marketing effectiveness. The primary concern among marketers is organizing the data obtained from different sources. There is an abundance of data but a lack of adequate technical expertise to process and analyse it for actionable intelligence. Data has no meaning unless it can be converted into a resource that is understood and accessible by sales, marketing, and other departments.

    Marketers also struggle to choose the correct platform for leveraging their data. Additionally, they suffer from information silos when a database of one department is not synchronized or incompatible with another department’s data. This leads to the absence of a consolidated view of the data, which hampers companies from making accurate decisions.

    Finally, marketers are also under pressure to demonstrate scalable returns from data-driven marketing activities. They are expected to boost awareness, engagement, and digital demand generation, but many are confused about how data is helping them to do so.

    6 data-driven digital marketing techniques for SMBs

    SMBs don’t require big budgets but a tactical approach and future-forward tools to build a data-driven digital marketing strategy. Approaches and tools that involve business’s first, second, and third-party data will be the most crucial determinants of a successful digital marketing campaign:

    #1 Identify suitable marketing channels

    Digital acceleration has given businesses a host of digital channels, including social media, email campaigns, blogs, or online ads, to maximize their demand generation and online lead generation efforts. Enterprises must identify their ideal customer profile to determine which channel they are most likely to use. They must also analyse industry trends and discover which channels are most preferred by users in their target customer list’s age or income group.

    Furthermore, depending on whether a business is b2b or b2c, the use of channels will differ. For instance, a b2b organization is most likely to use LinkedIn and b2b email marketing campaigns for brand awareness, online lead generation, and customer engagement goals. Similarly, a b2c company will use Instagram and Facebook to expand their overall demand generation goals.

    #2 Automated programmatic advertising

    Automated programmatic advertising can be a gold mine for companies with a limited budget and who wish to advertise on their terms without a digital marketing agency. Algorithmic purchasing, which is the core of the demand-side platform, allows advertisers to upload the ad unit, specify the advertising budget, define the ad frequency, select targeting options, and automatically display ads to the users whose features match the campaign criteria. Depending on the gathered data (cookies), AI and ML algorithms ascertain whether the ad will be interesting for a particular user.

    It is worth noting that brands can run and manage several ad campaigns at once. Also, one ad campaign can be focused across multiple channels at once. Brands can also track online user behaviour to optimize their retargeting campaigns on different mediums for maximum customer outreach.

    #3 Coordinate marketing across digital channels

    A common tactic to implement an omnichannel strategy to data-driven digital marketing is identity resolution. It is the ability of a marketer to recognize an entity, be it a person, place, or thing, along with associated relationships, accurately and consistently based on their digital attributes. The tactic attempts to coordinate an omnichannel strategy based on each customer’s technographic, demographic, and firmographic information.

    Automating an omnichannel marketing campaign involves three distinct steps:

    • Establish the data sources: Marketers must establish the source of data and understand how the target audience will use each source with respect to the campaign’s goals.
    • Set up modeling and attribution: This step is important for marketers to confirm that data is properly categorized and displayed.
    • Continuously improve the data quality: Robust data maintenance and validation are paramount to confirm the accuracy and reliability of the data. Continuous data cleansing is required because data decays at a fast pace within the modern business environment.

    #4 Recalibrate data management in CRM and DMP

    For a successful data-driven marketing campaign, enterprises must leverage a unified CRM solution for all kinds of customer data collected. They must establish a single source of truth accessible for all departments to break information silos. First-party data like social data, subscription data, cookies from the website, and more are still deemed the most valuable asset of modern businesses. Usually, such data is stored in a traditional CRM platform, but businesses must leverage a data management platform to integrate first, second, and third-party data better.

    When all kinds of data are integrated within a data management platform, enterprises obtain a 360-degree view of their target customers. Also, with more holistic customer profiling and accurate first-party data, a digital marketer can build personalized targeting campaigns.

    #5 Personalize communications based on data 

    Personalized branding and product communication are essential to building consumer-centric digital marketing campaigns. For example, an ad campaign that addresses customers on their awareness stage should be different from the ads shown during the consideration stage of the customer’s journey. The best way to freeze customers’ attention is by customizing content and online communications based on their purchase history, online activities, demographics, and other information.

    #6 Track marketing ROI 

    Data-driven digital marketing challenges in laggard companies not only arise from insufficient or excessive unstructured data, they come due to poor analysis. Businesses must constantly collect data about the campaign performance, viewability of ads, number of clicks, impressions, and so on. This helps them identify the problem areas and take appropriate actions to optimize and improve their productivity. Measuring campaign KPIs allow marketers to be on top of every component of the digital marketing strategy and ensure that they are aligned with customer expectations.

    To sum up

    Going forward in 2022, digital marketing will be entirely data-driven. Companies that are able to leverage actionable intelligence from the collected customer data will build successful digital marketing campaigns with better ROI. With properly collected data sets and advanced BI analytics systems, businesses will better understand their customers, build personalized campaigns, and improve retention. Furthermore, they can leverage demand-side platforms (DSP) to run self-operated ad campaigns that will help optimize spending and lead to superior advertising outcomes.

    If you are looking for more in-depth understanding of our data-driven digital marketing services or want advice from our sales experts on the best-fit solutions to meet your business requirements, please contact us.

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