This article explores how you can make the most out of your digital marketing campaigns with integrated data management.
One of the most common actions within any marketing plan is to have digital campaigns to promote the business and guide the user through the purchase funnel to generate more and more recognition and, of course, more customers. Generally, this is done through platforms such as search engines, social networks, or marketplaces. However, how can you differentiate yourself from the competition in such a competitive world, how can you “get noticed” by your audiences, and how can you get the most out of these tools?
The digital world has evolved, and the way we approach campaigns with it. If we want to get the best out of them, we have to develop them and not leave them out of this great wave of change. To be more explicit about the previous point, we can define the difference between traditional campaigns and what we will call in this blog evolved campaigns.
Traditional campaigns are created and developed within the platform in which they were created; that is, they are fed and optimized with the results that the campaign itself generates within the tool. This is how the development of digital campaigns began and today is how many companies continue to manage them.
Evolved campaigns are designed from an integral business vision and have occurred naturally with the digital evolution itself (that is why we call them by this name). This transformation has to do with the customer-centric vision, which has led to the development of omnichannel marketing in companies, which means the synchronization of all online and offline channels to meet customers’ needs.
In this way, evolved campaigns are those that, in addition to feeding on their results, are part of a complete ecosystem and therefore also feed on various additional data sources such as the company’s CRM or other data sources that are not exactly in the same advertising platform, but that are key to understanding the user’s reality. This integrated data management generates a series of additional benefits that enhance your campaigns, such as:
- Use your data. Generate, feed, and drive data from your repository without relying on third-party cookies, which comes in handy since they are about to disappear. Start generating your databases and be responsible for their use is something you will have to do and what better to start now.
- To have detailed recognition of the user. Crossing data from different sources in a data lake allows you to have a unique customer repository to understand a clearer picture of your buyer persona and their journey map of interaction with the brand, that is, to identify the same user and the activities they perform in your different channels.
- Make personalized experiences. Having more data allows you to use machine learning and automations to trigger personalized experiences in your campaigns. Personalization builds a great customer experience, as you can provide valuable information depending on the needs you have detected through different online channels such as website, app, mailing or others and offline as call center and physical stores.
- Generate budget efficiencies. You can know where to invest and optimize resources by having more information. For example, by generating white and black lists to classify people who have bought a product from you or to whom you have shown an offer a certain number of times without getting a response. This allows you to stop showing them an ad for a product they have already bought or in which they have no interest in buying.
- Perform Cross Sell and Up Sell. By having sufficient data, you can know if you have the possibility of complementing a purchase by offering a product in addition to the one, they have already purchased or offering them another product according to their behavior.
- Consider Lifetime Value. You will be able to be clear about the value of customers over time and generate strategies accordingly, since you may have a customer who buys little but is constant and that makes him/her a valuable customer for you.
- Have advanced attribution models. Good data management will give you the possibility of having this type of models that will allow you to know which were the most successful campaigns and pieces in order to optimize them and have insights for the next marketing efforts.
- To have a better performance. Comprehensive data management behind your campaigns should be reflected in your company’s business results.
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For more information, get in touch with our team of seasoned experts at Incubeta.