In recent years, data and marketing Strategy have become almost inseparable terms. With constantly changing technologies, online marketing and advertising is no longer so easy to create or manage. Indeed, through data and especially thanks to their analysis, advertisements are nowadays more and more personalized in order to reach the right target, at the right time and above all by sending them a relevant message.
Big Data at the service of digital advertising
Until a few years ago, the notion of big data was considered a “terrifying” word for most companies. Yet, with the digital data boom, this notion has become a reality. With each action carried out, an Internet user leaves his trace on the web and therefore data (data).
Big Data is a set of large groups of data that cannot be processed in a conventional way by people and IT tools. The first players in this type of data who have developed solutions in order to be able to process them are none other than the web giants, namely Google, Amazon, Facebook and Apple.
The term may sound complex, but its usefulness to businesses is significant. Thanks to the advent of Big Data, companies today have the ability to manage a large volume of varied data and to be able to optimize digital advertising campaigns.
The importance of data for marketing
Data has become essential in a marketing strategy and it makes it possible to make the difference in the face of fierce competition. Big Data makes it possible to understand customers as well as prospects in a different way. The company will be able to benefit from more detailed information about them and will be able to offer content in affinity with their needs or expectations. For this, several steps must be put in place:
- Collecting information (data)
- Analysis of all this data
- Operation by defining the marketing strategy
The concept of “personalization” is essential today to reach Internet users effectively. We no longer talk about classic marketing, but rather data-driven marketing. Customer data is therefore the essential basis for advertising campaigns.
The company no longer seeks to reach an audience or a target to obtain a return on investment (ROI). It uses the data of its customers to determine and generate optimized advertisements, which will generate a better ROI, because they are more relevant. The data-driven marketing also offers the opportunity to strengthen the relationship with customers and therefore loyalty.
The benefits of big data for marketing
The analytical solutions like ETL (Extract, Transform, Load) existing on the market in the context of Big Data allow the implementation of so-called “predictive” solutions. That is to say, to follow trends instantly and better anticipate any risks related to the activity or the customer relationship.
With the help of one of the Top ETL companies in India, the data collected can thus be stored and analyzed by a sales team in order to improve their knowledge of customers and the context in which they operate. To do this, there are many so-called “Big Data” technologies to enable companies to achieve two major objectives:
- the relevant use and exploitation of all the data.
- ensure that all this data is used for the marketing strategy.