Back in the mid-1950s and 1960s, marketing centred on grabbing the attention of the masses. However, with the advent of digital technology and societal changes, marketers now focus their efforts on attracting a specific niche audience. Back then, it was easy to capture people’s attention. All you had to do was create catchy slogans or nice-looking ads that gave off a great first impression. Perhaps this is because of the trust society had in famous brands like Coca Cola, for example, which turned people who liked its famous slogan “I’d like to buy the world a coke…” inspired by the song I’d like to teach the world to sing, into lifelong consumers!

As technology changes, it’s important to adapt. This means it’s crucial to understand what customers are looking for – and provide them with the information they need right when they need it. For these reasons, technology can be a key component in modern marketing strategies because of its ability to give you insight into customer behaviour, shopping patterns, browsing patterns, and interests. Now, businesses don’t have an excuse for not providing what customers are searching for. This is because technology allows us as business owners to have access to a wide variety of information about customer behaviour, shopping patterns, browsing patterns, and interests. With this data, a business can develop a marketing campaign that caters to the needs of the customers.

Here are more reasons why data is so crucial to any successful marketing campaign.

Providing useful information

Customers are always searching for information about their next purchase. They don’t want to waste their hard-earned money on poor quality products or services. So, as a business owner, your primary objective is to make sure that you keep your customers always satisfied. You need to work hard to establish a good reputation, and if your customer base is happy, then it will only be that much easier for you in the long run. They want to understand the product before committing their money. Ultimately, it provides an opportunity for businesses to grab customer attention but also gain their trust. This is through offering quality information that adds value to their lives. Information should help them make the best purchasing decisions. Through data, marketers can find out what customers are most interested in. They are also able to learn the pain points and the difficulties that customers are going through. With this information, marketers can provide reliable content and offer solutions to problems. This content will go a long way to sending customers through the sales funnel.

Personalizing campaigns

Remember what we said about marketing being more niche and target-focused? This is all thanks to the data that allows businesses to identify similar characteristics of individuals in the market and similar interests.

It is how businesses can identify a niche and cater to the niche. Through data, we as marketers will know what the target audience needs and is looking for and will therefore tailor marketing campaigns and products towards the fulfilment of that niche.

More customer engagement

Since the business can create more personalized marketing campaigns, it can enjoy greater engagement with customers. They see and find the content is relevant to their needs and helps them solve their problems and issues. Because of this, customers can trust the brand. This, in turn, results in more purchases and a more loyal clientele.

Speaking of loyal customers…

They serve as the benchmark for any successful marketing strategy. By implementing retention strategies aimed at nurturing your already loyal customers, you can gather information on buying patterns, interests, and behaviour. You can find out what makes them loyal to your brand and then use this data to generate new leads and gain more loyal customers.

If you were to spend your resources generating more leads, you might gain more customers, but you could also end up losing the old loyal customers as they feel neglected. Thus sending your loyal customers a token of appreciation such as a gift certificate or an appreciation email may be all it takes to solidify your brand in their minds.

Utilize customer feedback 

If there is one thing about any data-driven marketing strategy is that it takes time. You will need to set the campaign in motion to collect data. You will then need to analyze and evaluate that data, taking an even longer time. But what if there was a faster way to find out exactly what customers wanted? It’s called customer feedback. By creating surveys that are accurate and precise, you can find out exactly what customers are looking for. Granted, customers may not be willing to spend their time filling a form. However, you can always entice them with coupons or gift cards.

Final word

Data is the most important component for any successful marketing strategy. Without it, it would be difficult to identify a target niche and to cater to the needs of the market. This ultimately means that you will lose customers. Data helps you not only cater to the needs of the target market but develop a loyal following.