It’s easy to quickly feel overwhelmed by data.
While some brands claim they’re doing a good job merging traditional offline data with online, most brands deal with multiple data sets that are collected separately, causing their teams to work in silos.
However, the shift to create data-driven experiences is easier to make than you might think.
The Importance of Data
Brands realize that data can transform their content into personalized messaging for their segmented audiences, serving as a practical way to be responsive to consumer needs.
There are many ways to turn this data into actionable changes. Company websites could move away from a one-size fits all, homepage-led site to an individually-tailored experience that responds directly to an individual’s preferences.
For example, Huffington Post performed A/B testing between the headlines ‘‘How GM Silenced a Whistleblower,” and ‘‘How GM Bullied a Whistleblower’’ and found that “silenced” far outperformed “bullied.” This is the headline they used going forward.
While this is not to say consumers (or content marketers) are in complete control over brand messaging, there are quite a few lessons to be learned about how to be more effective—and impactful—from data.
Data as a Content Strategy
We live in an omnichannel world and, as brand publishers, it’s exciting to have a multitude of platforms to leverage content, but it can also be our biggest challenge.
Forbes contributor Daniel Newman, states,
“When it comes to content marketing, a lot depends on when and where you place your messages. Many marketers realize the hard way that bad timing can lead to even the best content being ignored.”
When connecting with your audience nowadays, it’s not always about what you say – but when, where and how you say it. This means that in order to be effective, it’s up to your team to develop a consistent message across multiple mediums. And it all begins with using data to shape content to your audience’s needs.
Arby’s and the Grammy’s
Remember how Arby’s used real-time data to determine what its fans were talking about and posted accordingly?
According to a Twitter statistic, 90 percent of Twitter users who see a TV show-related tweet are likely to immediately watch the show, search for more information, or share tweet-based content about that show.
Taking advantage of the strong connection between TV and Twitter usage among its audience, Arby’s determined that not only would its audience tune into the 2014 Grammy Awards, but that a high percentage of them would be engaging in live conversation during the event on Twitter.
So, while Pharrell Williams was on stage in a wide-brimmed hat, Arby’s tweeted: “Hey, @Pharrell, can we have our hat back? #GRAMMYs”. The internet went nuts.
While it may have been a few years ago, this is a great example of a brand using real-time data to flex its marketing muscles. Through data and a bit of audience analysis to show where and when it would be appropriate to enter an online conversation, Arby’s was able to cause the stir it was hoping for.
Without data and the right metrics at the core of your strategy, real-time engagement opportunities can carry a lot of risk and could cause your efforts to miss the mark altogether.
Data and the Customer Experience
Data can also give you in-depth insights into your users’ online behaviors — knowledge that can then help your team focus on improving interactions with your brand.
In the 2017 Digital Marketing Trends Report by Econsultancy and Adobe, companies were asked to indicate the single most exciting opportunity for their organization in 2017, and for the third year in a row, the same answer came out on top: customer experience.
In order to deliver an excellent customer experience, you’ll need to know your audience better than ever before. And how exactly do we do that? Data.
Brands must collect, analyze, understand — and most importantly — use customer data to learn how to make the customer experience better.
Nordstrom, one of America’s best-known fashion retailers, has been investing in innovation and data-driven, personalized customer experiences online, and in their 225+ stores. With over $10 billion in annual sales, the upscale fashion retailer is dedicated to creating the finest customer engagement both online and in traditional spaces.
For example, their marketing team tracks Pinterest pins to identify trending products and then uses that social data to promote those particular products, using enticing advertisements to finish the sale in their brick-and-mortar stores.
Customer expectations are higher than ever before, and when word of mouth meets digital — it travels fast. This means that as the customer becomes more empowered, the importance of customer experience continues to increase.
If you make sure their interaction with your brand is pleasant, smooth and continuously improving, you will drive brand loyalty. If not, you’ll give your competitors the best holiday gift of all — your customers.
How to Create Data-Driven Content
Data is everywhere – all you need to do is determine how it fits for your brand. Now, the only thing that’s left? Mastering the marriage of data and creativity.
Brands who are making the most headway are using customer data not only to improve their e-commerce, but also to build stronger relationships and optimize the content published to their digital platforms.
With increasing amounts of real-time data available, the internet is becoming even more transparent — and it’s time for brands to get onboard.
For example, security software company Kaspersky Lab created a project called the Cyberthreat Map to show users the prevalence of threats such as viruses, spam and network intrusions through an interactive 3D globe. Using Kaspersky data, users can explore data from different countries, see detailed statistics and even watch as cyber threats are detected in real time.
By wading through ‘big data,’ companies such as Kaspersky Lab’s can draw insights from these numbers to find what matters most to their audience – increasing engagement through a compelling online experience. Not to mention the 3D globe is pretty cool, too.
Allow data to lead your content strategy, guarantee an enjoyable experience for your customers and reap the rewards — it’s as simple as that.
Data has the potential to be your most valuable marketing resource when used correctly. With the right information and proper tools in hand, you can create personalized, impactful content experiences for your audience. With PowerPost’s new Content Intelligence, you can continuously assess, accelerate and measure data for maximum marketing performance.
Create more content. Reach more people. Drive more traffic.
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