Big data is a megatrend, and one that has bulldozed its way into a variety of industries and causes. It’s not just a small chain of disruptions, but rather a complete evolution. Healthcare, aviation, education and job training are all excellent examples of how big data is changing the current landscape. Healthcare, in particular, will be shaped by the collection and analysis of patient and performance data over the coming years.
It’s no surprise, then, that advertising is also seeing an incredible shift thanks to big data. The reason why organizations and teams are now adopting the technology is simple: If you could truly understand your customers and clients, and then use that information to build highly targeted campaigns sure to boost conversions, why wouldn’t you?
It just so happens that big data systems and tools — as well as the analytics and deployment of said data — can help create more efficient and effective campaigns, save lots of money in the process and provide major insights on user behavior to form educated predictions.
Digital Footprints in the Modern Age
Even a single consumer’s digital footprint across a variety of apps, platforms and devices is highly valuable in today’s world. When you expand that to include entire groups or alternate demographics, the value increases considerably.
You see, just about everything is done in the digital ecosystem and every person has a vast trove of data associated with them, including you — from the apps you download and use to the social networks you frequent. It can all be used, in some small way, to build an accurate and reliable profile of a connected user. All combined, it can help marketers and advertisers build targeted campaigns that show up — or go away — at the opportune moment.
Think of Facebook ads that show a demo video of a product you were just viewing on Amazon or a well-placed ad for that new smartphone you’re eying, on a site you visit regularly.
This is all possible thanks to the digital footprints we leave behind, which are becoming increasingly valuable for a great many parties, advertising and marketing teams not excluded. Everything you do leaves a small trace or data chunk, which can be leveraged to gain more insights about you and people just like you.
Our digital footprints are so potent that we even create “passive footprints” unintentionally every time we go online.
How Can Big Data Be Used to Improve Advertising Efforts?
To truly understand what big data can do for the industry, you must first know a few basics about marketing and advertising.
Consider the impact, for example, of a conventional print-based marketing method: vehicle wraps. In short, vehicle wraps are used to decorate the exterior of a vehicle, simply to help advertise a business, product or service. You see them most often on company vehicles, which serve a dual purpose: provide authentication to the personnel within them. You’re more likely to trust a cable serviceman showing up to your door in a company vehicle, for instance.
But on the advertising side, they have a tremendous impact. Similar to a digital ad, they have a reach which generates impressions wherever they are seen. A single vehicle wrap can generate anywhere from 30,000 to 70,000 impressions.
This is not unlike digital and targeted ads — especially through advertising platforms like Google’s, which also generate impressions from the number of viewers encountering them.
However, unlike ads and promotions created through big data campaigns, the above sources are not targeted. A vehicle wrap is simply a bull-in-a-china-shop method of advertising. Don’t take that to mean it’s not useful — just look at the impressions these campaigns can generate! The point is simply that you can’t create a general promotion, throw it up in a visible space and see what sticks anymore. With targeted advertising, it’s much more methodical. You know an estimated reach, you know what audiences or demographics you’re targeting and, more importantly, you know how to engage them.
Big data technologies are what enable these kind of targeted marketing efforts. You can use them to see what products and services customers are spending money on or interested in. You can see where they spend most of their time and whether it’s mobile or otherwise. These examples are merely scratching the surface, too.
Accuracy Is Crucial
In marketing, when building your campaigns and launching them, accuracy is incredibly important. You must know who you’re targeting, why, and how your campaign is going to make its mark. The emergence of real-time data, technologies and analytics allows for a better and more efficient system for doing this than ever before. Marketing teams can identify and create with remarkable precision, choosing avenues, campaigns and investments that are sure to boost the growth of a brand.
The currency of it all, so to speak, is data. Only the right data, in the right quantities, in the right form, and organized to be insightful, will help drive that growth.
Editor’s note: I most strongly believe in Kayla’s closing point here, the curency here is data. I would also like to add that being discovered is so very imporant. We live in a world where information is exploding. You need your accurate, factual, important information to rise to the top, making SEO important. -bg.
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