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June 25, 2019
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The influence of Big Data on marketing strategies

6 steps to a big data marketing plan

 

Everyday, in their daily activities, businesses gather more and more data that they can use when taking marketing decisions. Organizations own today many data bases. Nevertheless, they face the difficulty to connect the different sources of data, that are often isolated in different departments. According to a study by Google and Bostons Consulting Group, few enterprises take full profit from the huge big data that they gather and the digitalization possibilities available nowadays. In Europe, less than 2% of the businesses do it, in any sector. This is a complex and long process that is nowadays incipient for most organizations throughout the world. Thus, making progresses in this area will give us an important competitive advantage.

 

What is the big data marketing

 

The big data marketing is the marketing for this new era of technology, hyperconnectivity and superabundance of data. Marketing has always tried to put the consumer in the center of our strategies, and now we have a huge wealth of data that allows us to do this in a much more efficient way.

 

Big data marketing tries to capture and analyze insights from our consumers almost in real time. The goal is to reach the dream of 100% personalized marketing: sending the right message to the right person, in the appropiate moment, through the right screen and device. And this being able to measure the process throughout the whole funnel.

 

According to a study by Vodafone, 23% of the big enterprises consider the efficiency of the processes as the biggest benefit of digitalization, followed by the improvement in the communication with the customers (11%),  maximizing the customer satisfaction (5%) and having a deeper knowledge of the customer’s needs (3%).

 

Step by step

 

When setting up big data marketing strategies these are the six fundamental steps that we must focus on:

    1. Identificar els nostres actius digitals i pensar inicialment quines dades volem recollir o quines dades volem activar de les que ja tenim.

 

    2. Definir molt bé les audiències a les quals ens volem adreçar de forma personalitzada.

 

    3. Automatitzar les tasques per dur-les a terme de forma eficient i apropar-nos cada cop més a un model de temps real.

 

    4.  Afinar l’atribució de cadascuna de les accions. És fonamental mesurar de forma cada cop més ràpida i directa el retorn de la inversió de totes les activitats de màrqueting per guanyar agilitat de resposta i adaptació. La mesura del ROI ha d’estar present a totes les fases perquè és el driver fonamental. L’objectiu és sempre fer el nostre màrqueting molt més eficient.

 

    5. Aconseguir que les accions tinguin abast. Les estratègies de big data marketing permeten segmentar tant, proporcionant tanta informació, que correm el risc d’acabar aplicant estratègies excessivament nínxol, dirigides a un target massa petit. No s’ha d’oblidar que la bellesa del màrqueting basat en dades és que ens permet fer tot això a escala. Un dels passos més importants i estratègics en els inicis del procés és entendre què és rellevant pels nostres objectius de negoci.

 

    6. L’organització haurà d’adaptar-se, millorar les seves capacitats i habilitats per ser capaç de gestionar una estratègia de màrqueting basat en dades. En molts casos serà molt important la col·laboració amb partners externs com BCM Marketing que ens ajudin en aquest procés que indubtablement té un component tecnològic, tècnic i de coneixement molt important.

 

 

Main difficulties

 

Businesses find a wide ranging of obstacles, depending on the industry and its individual circumstances. But we often find a mix of factors related to the resistance to technology adoption, the ability of the staff to integrate this technology in their daily routine and cultural factors about the change management in organizations.

 

Nevertheless, this situation is slowly changing. According to a recent study by Vodafone, 12% of the enterprises consider digitalization their main challenge.

 

Ask us for a quote without obligation, in BCM Marketing we will advise you on everything you need.

 

Our 25 years of experience are shared in our blog and with our clients.

 

 

 




If you want to continue reading about marketing and communication visit our blog.

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