The Importance of Data in Digital Marketing

No matter what industry you’re in or your business size, data has a huge impact on your marketing strategy. Marketing analytics and data play a large role in strategizing your way forward as a business. At the end of the day, any business can do digital marketing but only those who effectively utilize data will be able to grow and succeed. Here are a few of the many reasons why data is important in digital marketing: 

1. Understand the Customer Journey 

As a brand, you need to get a good understanding of who your customers are. You must know where they are coming from, what makes them take action, what information resonates with them and what a normal buying cycle is like for your company. You can do this by checking landing page visitors, email collections, registrations, and so much more. Customers may come from a Facebook post, Instagram’s discovery page, your latest blog, or your search ads – it can be anywhere! The user journey is now much more complex and typically involves multiple platforms and campaigns. 

2. Target the Right Keywords 

Data can help determine what your audience is searching for when looking for your service or product and help you target those keywords and drive traffic to your channels. By using data provided by Google AdWords Keyword Tool or other tools like Ubersuggest or SEMrush, you can determine your potential keywords. You can also use this tool to see what keywords your competitors are targeting and then determine which ones are worth bidding against and which ones they may be missing. 

Utilizing these keywords in more than just ad targeting can drive your business forward by inserting into social posts, content on the website and other digital entities to fully tackle your SEO initiatives. You also need to monitor and analyze the results while continuously targeting the keywords you can optimize in your strategy.  

3. Discover What’s Working and Not Working 

Data-driven marketing can provide an accurate, unbiased assessment of the performance of your marketing tactics, strategies and campaigns. When you know what areas of your digital marketing strategy are working and what areas need improvement, it can save you valuable time and money. You will no longer be wasting resources on marketing tactics that yield poor results. You’ll also know what areas of your marketing have high conversion rates, allowing you to better use your resources. 

4. Segment Your Audience

As a marketer, you know you can’t send the same messaging nor employ the same marketing tactics to every prospective customer. Every single one of your customers will be at different stages in the buyer’s journey. Therefore, they will need specific marketing messages and collateral that will help them move forward. Segmenting your prospects’ behaviors, habits, and demographics will make it easier for you to tailor your marketing efforts. 

5. Gives You A Competitive Edge 

One of the benefits of leveraging data is that it gives your business a competitive edge. You can do this by personalizing every digital marketing campaign you run. Engaging the customers at the right moment with the right message is the biggest issue for marketers. This is why you always need to check what time your target audience is online. When you send personalized messages, you’ll be able to enhance your relationship with consumers which will eventually lead them to choose you over your competitors. 

Need help with your digital marketing? Let’s get in touch. We are a digital marketing agency in Dubai with over 40 years of collective experience working on data to produce high-quality marketing results for our clients.

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