Why brands should consider incorporating data into their marketing strategies

With the rise of artificial intelligence and machine learning brands need to understand the importance of data in this digital age. Marketing experts need to understand that not all content is universal for every brand and not all platforms are for every brand. This thinking has been the biggest hindrance for agencies that are still starting out. Inexperienced marketers are the biggest contributors to this dilemma.

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It takes a moment of epiphany to realise that when drafting any marketing strategy for any ad campaign or any simple project, data needs to be at the heart of the planning process.

Data is simply the digital footprint that internet users on a specific platform leave either on ad campaigns or stats published by the stat counter of a country or organisations. Data in this digital age is largely available and free. For inexperienced marketers, it may sound obvious, however, understand the importance of it can be harder than people have imagined.

Data usually helps brands to navigate through the clutter on the internet to better understand what internet users are more interested in. The better it is understood and incorporated into existing marketing strategies, the better brands can offer services to their audience. Brands that do not incorporate data into their digital marketing strategies usually come up with compelling strategies, however, the lack of data in the strategies tends to hinder project performance. To better understand this,

Imagine you are a marketer who is advertising the new and improved ice creams in town. You have the latest recipes and unique flavours. The best possible strategy that an inexperienced marketer would offer is to quickly target individuals who are in an area that is in summer, however, what is usually misunderstood is the general sentiment towards the type of flavours offered. If the internet users that will be served the ad are in an area that conflicts their cultural or religious beliefs, they are more likely to be reluctant to visit your storefront and further reduce your Return On Investment(ROI) for your ads. 

The scenario above shows that brands that do not incorporate data into their marketing strategies are marketing their products blindly. This simple scenario is the main reasons why many marketers are running campaigns that are very good, however, the performance does not seem to support the ideas.

Brands in this digital age where people are largely glued to their smartphones need to understand that if you know and understand my digital footprint, you can efficiently offer someone a product or service with the likelihood that the user will convert. With this understanding, brands can take it a step further by upselling the latest versions of their services as the users have already converted. This is the result of data. If content is king, then it is safe to assume data is the queen.

A digital marketing strategy is the sniper’s rifle, however, data is the actual marksman. Data helps marketers us understand what is trending over what is not. With this, marketers can always be sure to strike the bullseye with every marketing campaign. Data does not only help strategists to come up with the latest compelling campaigns, it also helps brands stay relevant. We by now understand that every marketing campaign needs an audience. If the audience is not stimulated by the content they see, they tend to lose interest. Incorporating data into marketing strategies can help brands sharp shoot every target and boost your Return On Investment(ROI). Data for a good digital marketing agency should not be a plugin, however, should be the heart of the agency.

Sakkie Ngobeni