When creating an effective marketing strategy for your brand, data analytics should be at the core of your digital marketing efforts. Brands must continuously create personalised experiences for their products and services, because today’s customers only want the best.
Data has played a crucial role in the emergence and evolution of digital marketing. It fuels the engine that drives successful digital marketing. But more than just having large amount of information at hand, the quality of the data you have and what you infer out of it is the determinant to the results of your digital marketing efforts. Inevitably, this leads to a humongous amount of digital footprint, enabling the marketers to put their best foot forward by analysing the customer behaviour.
Understanding customer behaviour, introducing relevant offerings and targeting them has always been the crux of marketing, and even more so in the world of digital marketing on the expanded Interweb of things. However, data has brought in much needed precision to be present at the right place at the right time, and that too for the right person.
While earlier, a lot of digital marketing efforts used to ride on guesswork as there was no ready-to-consume analytics, today, things can be tracked down to the route of the engagement driven journey undertaken by the end user, and even noting if they are happy and will provide the necessary business.
There are a number of areas of data analytics that can be useful to your digital marketing strategy. Join us at digital agency I Concept Singapore as we navigate through the data, to share with you how data analytics can support your digital marketing strategy.
Data analytics and your brand
The right data
You can’t make effective marketing decisions without accurate data. If the data is used incorrectly, you may harm your digital marketing strategy. Start with your key performance indicators (KPIs) to measure campaign performance. These analytics can include how many visited your site, how long on average they spend, which are the pages that they visit, who signed up for email, landing page visitors, and more.
The information here are key for further search engine optimisation (SEO) efforts, and aids in any revisions in website development to serve your potential clients and visitors better.
Know the channel. Know the audience.
Data analytics play a big role in determining who your audience is and who you should be targeting. This helps build personas to build your digital marketing strategy around. You’ll know what campaigns to create, which types of ads work best, and what content to use in your email marketing piece. Your different demographics also help determine what channels and methods to use that will reach your audience. This helps optimise your content and messages to work more efficiently.
Use the right keywords
Data analytics and digital marketing work better when you are using the right keywords all around. Information and data tracking allows you to know what the audience is searching for when looking for products and services. This helps you accurately target audiences with those keywords to drive traffic and learn new keywords to use. A keyword tool can also provide insight on which keywords are being used by your competitors. These keywords should be used on social media, in the content of your website development, within your call-to-action, and other digital marketing tactics used.
Optimise. Optimise. Optimise.
Your past data can predict your future outcomes of the campaigns used in your digital marketing strategy. This helps determine what works and what doesn’t. Optimising your website and content helps determine what budget should be used or changed, or what is the information that hooks your viewers. You can also optimise your campaigns based on audience demographics or personas based on the products or services you offer.
Tools make the difference
Data analytics and digital marketing won’t work well if there aren’t the right tools that are put in place. Having the right tools and methodologies can help gather proper insights, test new methods and ideas, monitor activity, and tie those activities back to revenue and results.
Some tools and methods to consider include:
- Event-based
Event-based or click tools monitor the actions of a user across all your brand’s touchpoints. This could be through an app, on a platform, or website. These tools include app analytics platforms, marketing automation, and web analytics. One such popular and common tool is Google Analytics.
If you are looking for in-depth information on unique visitors, such tools will provide the relevant information, from what people are doing when they visit your site, the pages viewed, how long they stayed on the site, and more. These will help shape the right strategy for your brand to target and deliver the optimal results.
- Testing
A/B testing helps test different variations of your website’s features, or a social media campaign content and direction. The information retrieved from the tests will provide you with real data and insight on what is working right and well, what customers like, and suggest how you can make future client conversions.
- Visual Behaviour
Data analytics for a digital marketing strategy provides insight into what’s going on across your website, social media channels, or brand’s mobile or web application when being used. Most analytics present the information as a heat map, showcasing the sections that are consistently clicked in and visited, or bypassing traffic. By using these visual behavioural data, brands can then rearrange how they operate digitally, to improve the customer experience and attempt to offer differentiated and better services.
- Display ads
These types of analytics centre around display or banner advertising (or pay-per-click advertorials), which is an important source in getting customers to click through to visit a landing page, to make a purchase, or to subscribe to a service. Your team will be able to track click rates and conversions, how many people were engaged, and other information.
- Predictive analysis
This historical data, attained from selected functioning applications or websites, help marketers identify potential customers, to better target and market other similar or related products that customers may be interested in, based on their customer target audiences. This is most commonly used on eCommerce websites, and the information obtained provides insight on which product may work during a cross-sell.
Market your brand right with I Concept
Customer data, operational data, and financial data can help your brand’s marketing strategy to engage and retain customers, create value and have a strong return of investment (ROI). The dynamic team at digital agency I Concept Singapore has the expertise and experience to help your brand formulate strategies, utilising data analytics and the right digital marketing tools.
We are a full-suite creative design agency that is able to take care of your branding and rebranding needs, and also all your digital marketing and website development works. We do the analytics to craft the best possible campaigns to help your brand reach out to the right audience, earning their likes and clicks, as well as their support and purchases. Let us be your guardian in digital marketing solutions. Tap on up to 50% funding through the Productivity Solutions Grant to reach the interweb better. Contact us to learn more.
