The holiday shopping season is just around the corner and marketers should have their strategies set for deployment in the next couple of weeks. However, there’s always room for last-minute improvements and if marketers haven’t accurately used all the available data to them, there’s always a chance that a campaign can get a boost before Christmas is upon us.
A marketing team should ask itself whether it is using the appropriate measurements for excellent strategy creation. By demonstrating the power of using key data points, a marketer can impress industry professionals, boost the success of a campaign and perhaps get the attention of a DC employment agency.
The power of real-time marketing data
While real-time marketing is hardly a new concept, it’s important for professionals to understand how they can integrate this tool into their strategy. Real-time marketing can have a powerful impact on the success of a campaign, for example, the 2013 Oreo’s blackout ad during this year’s Super Bowl. The success of this campaign to get people talking about Oreos was so powerful that marketers across industries and sectors took notice of how consumers reacted, reported Marketing Profs.
About 53 percent of marketing professionals are expected to integrate real-time data into more of their campaigns, according to a survey from Yesmail and Infogroup. The inclusion of data in campaign decisions and strategies could lead to positive results. Another separate study by Golin Harris found that those marketers who engage in real-time marketing can expect a 21 percent increase in positive brand perceptions and 18 percent increase in likelihood to buy.
By using real-time data for a marketing campaign, a company is better able to adopt and change to meet the needs of customers. Consumer influences are fluid, which means that a solid campaign that is set to be released month in advance can sometimes come up against public opinion against new cultural references or events. Real-time data allows for marketers to ensure that campaigns stay on track with the implementation of social analytics that can help guide media strategies.
Using data during the holiday season
The emergence of new, readily available data about consumer practices allows a company to better market its products and services to the public, especially its target demographic. During this holiday season, a marketing professional can better his or her strategies for this holiday season by using data. Many companies are already embracing the emergence of readily available data. For example, Macy’s, Sears, Wal-Mart and eBay have all focused their attentions on not only capturing data, but also making informed decisions based on patterns in the numbers. Marketing Profs reported that the new structures of data now available to marketing professionals allows companies to better determine what strategies will have a positive response with current and potential customers.
Access to Big Data has spurred on the development of new creative strategies that now begin to take advantage of new pieces of information. Systems used by marketers, sales people and other various groups are now always mining data to provide a comprehensive look at what customers are thinking and feeling at every interaction point and in regards to every product and service available.
Data allows a marketing strategist to apply contextual relevance to a digital customer and the various experience this person may undergo while searching for a product or going through the e-commerce website. Big data can be applied to both the brick-and-mortar buying experience as well as e-commerce applications.
