In the past, two most important forms of marketing were the B2B (business-to-business) and B2C (business-to-customer). The major flaw of these two systems lay in the fact that it generalized the receiving side of your messages and formed them into two incoherent, non-homogenous groups. In other words, while B2C methods promised to get a great response from your customers, different customers (even customer groups) often required different channels and approaches. Same goes for businesses, depending on their size, industry and internal structure.
At the end of the day, both of these aspects (B2B and B2C) are clearly a substitute for the superior P2P (person-to-person) or audience-centric marketing. The main trait of this approach lies in the fact that the approach gets customized and personalized for every single target you reach out to. Before the era of big marketing, customization on such a scale would be impossible to imagine, yet, nowadays, it’s a key ingredient for any successful digital marketing campaign. All of this, raises a single important question “ how the crossroads of creativity and big data marketing will impact digital marketing as a whole? Let’s find out!
Audience analysis
The first thing necessary for a digital marketing campaign to give the desired effect is the ability to properly analyze your audience. Some people are on the verge of becoming paying customers, while others will never make a purchase/hire your services, regardless of what you do. It is vital that you are able to recognize these groups, clusters and individuals. By managing to do so or, better yet, form a pattern based on which you can recognize them, you can allocate your resources much better.
This works in two different ways. First, it gives you an opportunity to differentiate between those who are in a specific stage of a customer lifecycle and those who are not its part. Learning how to recognize first can help you not miss out on a potentially lucrative demographic, while the latter can prevent you from wasting your effort on those with a small chance of conversions.
Some basic metrics you get in this way like the age, gender, marital status and household income can help you create an image of your average customer, which can help you unveil the potential best way to approach them. For instance, different groups prefer different social networks and content formats (even content lengths).
Capturing ideas
When it comes to the role of creativity in your digital marketing campaign, its significance simply cannot be stressed out enough. Capturing idea is great, however, you need to understand that there are as many realities as there are human minds. In other words, conclusions and sequences that are logical to you don’t necessarily have to be this way to your audience. This directly leads us to the crossroads of creativity and big data, seeing as how big data (coupled with AI-powered analytical tool) can give you a more reliable method of immersion in your audience’s point of view. To further simplify, it gives you a basic idea of what your content looks like through their eyes. In fact, this is just the tip of the iceberg of all that AI is capable of.
The greatest advantage of the above-discussed AI platforms lies in the fact that they offer you a predictive approach to your digital marketing. On the other hand, with seasoned website developers on your side, you already get a similar benefit. This is especially true in the concept stage, where human factor won’t be replaced in the nearest future.
Creativity increases immersion
Never before were there so many websites active at the same time. However, do you really think each of these websites has a unique design, concept and structure? Of course not. Furthermore, the audience faced with this generic landscape of the internet tends to grow so accustomed to it that every single unique object tends to stand out. Keep in mind that the website visit duration plays a key factor in site’s rating. That being said, capturing the attention of your audience just a second longer might make a huge difference in your site’s rating on Google’s algorithm.
Dynamic ads
Most website developers already worry about the choice of adaptive versus responsive, without even pausing to think how this translates to the world of ads. An ad that looks optimal on your huge full-HD monitor might seem a bit clunky on your smartphone, which is a huge problem further down the line. In other words, developers will have to find a way to make their ads more dynamic.
Speaking about the dynamics, the size is not the only thing that matters. What you also need is a way to boost the immersion (something we’ve already discussed) and static images, regardless how interesting, aren’t quite as effective. On the other hand, using videos draws too heavily on resources and takes forever to load. Fortunately, with gifs and simple 2D animation, you can find a perfect compromise.
More efficient retargeting
Companies who deal with one-time-purchase products (weights, chess sets, etc.) should primarily focus on the reach. On the other hand, the vast majority of the retail industry heavily depends on return customers. With big data, the retargeting system that your digital marketers are about to use becomes more efficient and, the post-sale-follow-up strategies you employ become more personalized and individualized. Overall, you get a much better chance at making first-time buyers come back. With each subsequent purchase, your audience gets one step closer towards becoming a regular, which means that you will have to invest a minimal amount of effort to have them come back.
When it comes to the larger scheme of things and the world of business as a whole, what you get is an opportunity at a higher ROI even with a limited budget. This gives even the smallest of businesses and the newest of startups a fighting chance against large corporations and industry veterans. In other words, you never again have to worry whether the money you invest in your digital marketing actually come back and at what rate. Overall, big data gives you more insight into the effectiveness of your activity and helps point your creative efforts in the right direction.
