The Internet has brought vast changes to the consumer landscape, triggering the emergence of digital shoppers who now have more power at their fingertips. Today’s consumer expects to receive more personalised experiences with brands, more choices and more ways to interact with them. For businesses looking to recognise and engage with these users, it’s imperative to understand how to use social data to better devise their marketing campaigns.
But as social data keeps gaining importance for marketers, many of them continue to find it hard to put data into use for their marketing initiatives. While 78% of industry professionals believe it’s vital to have a more data-driven marketing strategy, just 33% of them capitalise on consumer data in a consistent and strategic manner for their marketing activities.
In order to provide relevant experiences, marketers need to have access to users’ social profiles and behaviour data, according to an article I read for Business 2 Community. Marketers can make use of a user’s social graph, profile photo, birthdate, location and other information contained on their profile page to fine-tune their marketing campaign and digital experience to that particular user.
In its paper, titled ‘Path to ROI: Powering Business Applications with Relevant Consumer Data,’ Business 2 Community also says that in order to make use of data, marketers need to incorporate it into marketing tools such as email marketing software, recommendation engines, CRMs, ecommerce outlets and ad serving platforms, to name a few.
When data is brought into play, marketers need to monitor the progress of their campaigns by keeping track of conversations. Among the metrics that should be paid attention to is identifying how conversions have enhanced since the incorporation of consumer social data and the pace of the increase in conversion value.