As digital marketing begins to form the backbone of any discerning business' marketing activity, we explore how data driven creativity is changing advertising.
Whilst the idea of data driven creativity may seem like a bit of an oxymoron, as the ever-evolving realms of digital marketing allow us deep insights into the behaviours of customers online, data analysis is positively changing the face of advertising.
Where, before we had tools such as Google Analytics, Marketers would have traditionally met round a table at the beginning of a campaign and used their creative instincts to create something they think would work, the ability to observe how customers are engaging with our businesses on digital platforms has allowed for an inevitable shift in culture.
Personalisation and bespoke offerings: data analysis has armed us with the ability to personalise offerings & experiences for our customers; whether that be using their name in an email or retargeting them with Pay Per Click campaigns encouraging them to purchase that item they left in their shopping cart on your site. And the best part about personalisation? Personalised web experiences see a 20% increase in sales over general experiences, and personalised call to actions see a reported 42% higher conversion rate.
Refining and tailoring content: there’s no point writing a blog on how wonderful cola is if we know our audience loves lemonade. Data driven marketing allows us to see what our customers are doing on our site, what they’re engaging with, and equally what they aren’t engaging with - which, in turn, means we’re able to tailor our content to suit customer needs.
Utilising the most effective platforms: In this same vein, we can analyse where our audiences are coming from and utilise the most effective platforms, depending on what we’re trying to achieve. If, for example, we know that the majority of new customers find us through referrals, we want to embark on a link building campaign; writing blogs and opinion pieces for other credible websites. Whereas, if we know customers return to us via emails and we want to retarget existing customers, we’d launch an email marketing campaign.
The ability to test and experiment: nothing is ever perfect the first time around, but wonderful concepts like A/B testing (splitting data and testing one advert with one batch, and something different with another) enables us to experiment with different approaches and see what works and what doesn’t so we can further hone our offerings; later approaching the majority of our customers with the advert that proved the most effective.
Making predictions with confidence: where before we may have stabbed blindly in the dark, in what we thought could be the right direction, and hoped for the best, looking deep into the data we’re provided allows us to make confident predictions about what we could do to increase our sales. For example, if we can see that the majority our customers are young people in England, between the ages of 18 & 24 who are coming to us via Instagram and Twitter, we may wish to create a series of Instagram adverts alongside venturing into the realms of other Social Media platforms like Snapchat.
When exploring how data driven creativity is changing advertising, it’s clear to see that data analysis, handed to us by that wonderful invention ‘the internet’, simply makes creativity more efficient; allowing us to observe what’s working and what isn’t, and tailor our advertising, our messaging, our Social Media strategies, and even our PR accordingly.
And, what does this all lead to?
An increase in sales and enquiries; a phrase every business owner loves to hear.
If you’d like to know more about how to build an effective digital marketing strategy based on real data analysis, talk to us today.
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