Although it is referred to as data marketing, the method, which is actually data-based marketing, has been a very effective marketing field in recent years. Data-driven marketing is also important for successful e-commerce progress. So, how does data marketing management work, which we have heard of frequently in recent years, what to look out for when marketing based on data?
About Data-Driven Marketing
The advancement of digitalization and the shift of consumption habits to the internet also increases the importance of data management day by day. In classical marketing methods; The size of the data collected by surveys, loyalty cards or purchase data to customers remains quite modest compared to today’s marketing data. In e-commerce, various systems, algorithms and programs are required for the control and use of large data in marketing. Therefore, how data-driven marketing strategy is made or not can make a huge difference in e-commerce.
The marketing strategy created and executed by using data compiled from big data is called “data-driven marketing”. Data-driven marketing aims to use all kinds of customer and company data for marketing purposes.
Data Driven Marketing (DDM) in E-commerce
Although there is no definitive answer to the question of what is data-driven marketing, we can call it the name given to the marketing strategy, which is designed by focusing on data, especially in e-commerce. Data-driven marketing in e-commerce; today and in the future, where competition is growing and e-commerce volume is increasing, it is more of a necessity than a choice. In order to determine the data-driven marketing strategy in e-export, big data must be collected first. What is referred to as big data; After all customer and potential customer data that works or does not work is collected, useful data to be used in marketing strategies must be extracted from this data. After the data extracted by data mining methods are used in marketing strategies, both its effect and its change need to be continuously monitored. In e-commerce, where high dimensional data and transaction volumes are located, both data collection, analysis, revision and follow-up must be done with various programs and algorithms.
Advantages of Data-Driven Marketing
Data-driven marketing is a very efficient method in e-commerce advertising. In a commercial system where marketing actions are taken using data, there is a very low return on investment as marketing costs will be directed towards the target audience. With data-driven marketing, customer and target audience can be reached more quickly, while customer needs can be determined more clearly. Knowing the parameters related to the customer and the outputs of these parameters saves both time and money when viewed on a general scale. Advantages of data-driven marketing in e-commerce:
- Increasing the effectiveness of advertising costs by reducing them with more efficient ad positioning,
- To reach the consumer who can buy the product directly by targeting the right consumers,
- Saving time and money by marketing to target audiences can be listed as.
The Importance of Data-Based Marketing
With this marketing management, it is possible to achieve very impressively successful results in the long term. The most important advantage of digital marketing is to be able to develop strategies clearly through data. In traditional marketing, especially in past years, this has been quite laborious. In addition, not enough clear data analysis can be done. Rather, a predictive way of making decisions based on estimation and experience was adopted through some basic knowledge. In this respect, digital marketing is very effective, fast and flexible. Data-driven marketing is also very important in this field. Because it is not difficult to get the desired result with a team that knows how to evaluate what in this regard. It is possible to develop strategies, get to know the target audience, raise existing customer expectations, and improve the user experience.
What Does Data-Driven Marketing Aim for?
The purposes of data-driven marketing can be listed as follows:
- To use it in product or service development by evaluating the satisfaction of the user, guest or customer.
- To measure users’ reactions to innovations in e-commerce and to plan action accordingly.
- See which user makes a choice and evaluate it both in marketing strategies and in product or service development
- To identify the existing user base and determine what type of customer the goods and services are addressing, and thus to make a point-by-point choice instead of inefficient marketing activities.
- To enter a new market, to make the right decision before the investments to be made to start a new business.
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