| | JAN-FEB 20219Consultants Reviewsmart ads. These ads not only help in boosting retention but also carry the highest potential of converting pros-pects into customers and thereby enhance ROI. Another way to target potential customers based on data is via social media. The social media channels have first-hand information about the customers. Utilizing this will enable marketers to establish a two-way communication channel which would result in higher chances of conversion. Optimizing Paid Search Campaigns: With ultra-quick search engines and varied social media channels, in a short span of time customers are looking at multiple things. This data is of immense value and can be put to use by marketers to optimize their paid searches. Market-ers can see the keywords the target audience is search-ing and create content optimized for search which drives valuable traffic to the website. Data-Driven Email Marketing: Email marketing is an intrinsic part of most marketing strategies. With the right data, a high level of personalization can be achieved in the campaigns. Creating campaigns based on customer preferences will help marketers deliver the right message, at the right time to the right customer which in turn, will build long-lasting relationships with the brands. Reaping Benefits with Data-Driven Marketing If implemented successfully, a data-driven approach to marketing can yield surprising results and long term ben-efits for a brand. Personalization: With Data-driven marketing, mar-keters can profile their customers and reach them with customized campaigns as per their needs. By conveying the right information to the prospects at the right time enhances the chance to convert them. Clarity: The wealth of information received from the data allows marketers to collate actionable insights about the customers which in turn can be used for customized targeting. By structuring the data based on various at-tributes it becomes easier to reach the audience with the right messaging. Multi-channel Content Optimization: Leads generat-ed through any social media channel responds differently than the leads generated from Google Networks. Sifting through this lead data allows marketers to analyze what works best from them and then optimize the content for the right channel, be it ­ social media, emailers or blogs. Higher Engagement: More personalized content is always appreciated by the audience and the results are reflected by an increase in the number of likes, shares and engagement on the content. A significant rise in user en-gagement leads to brand trust which in the long run leads to increased purchases and loyalty. Customer Experience: Data sifted through various channels helps enhance the customer experience by mak-ing it consistent. When the same customers are target-ed via various channels with the same messaging, they have the same experience and the chances of conversion increase manifold. Speed up Closure: Customer analytics derived from data driven marketing helps marketers get information on the repeat visitors. These visitors can be targeted via vari-ous marketing channels which enhances the chances of early conversion or closure. Final Thoughts: Embracing the Future of Data-driven Strategy in Digital MarketingWith complexities of consumer behavior increasing, predictive analytics & artificial intelligence are today in play and can share more actionable insights at each level of a consumer-brand interaction cycle. With this structured data, marketers will be able to run more successful campaigns which will cater to the progres-sive needs of customers by providing customized and personalized experience. Today in order to achieve the desired results, it is imperative that both digital and data-driven strategies are well knit into the marketing processes
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