Today's marketers live in a sea of data. In this connected world of instant gratification where the consumer is used to a customized experience, companies need a promotional channel that can keep up with their diverse marketing needs. Social media is the solution. Powered by expansive data, social media platforms furnish marketers with the tools for deep audience understanding, real-time campaign feedback, and measurable results that traditional channel such as TV and print cannot provide.
Here are 3 ways to use data to maximize social media campaigns:
Create Personal Experiences
Data from social media platforms gives us crucial information on fans of a brand, allowing marketers to understand the audience profile across multiple demographic categories (gender, age, location, and so much more). This consumer insight data allows us to both paint a deeper picture of customers, and target new people through hyper-customized campaigns tailored for particular audience demographic segments.
Ad campaigns with personalized messaging resonate far better with the audience and drive better performance—here are some convincing stats:
- 73% of customers prefer to do business with brands that use personal information to customize and make shopping experiences more relevant. (1)
- A personalized call to action (CTA) results in a 42% higher conversion rate than generic CTAs. (2)
- 74% of online consumers get frustrated with Web sites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.” (3)
Social media platforms make audience analytics, precision targeting, and customized messaging easy—to be successful in the digital sphere, marketers have to harness this data to learn to discover, target, and converts customers.
Real-time Data for Agile Strategy
This cornucopia of data means marketers have precise, measurable feedback. More importantly, real time feedback, a perk unique to digital marketing. This real-time data allows for quick pivoting to optimize strategy.
We test multiple messages and images in social ad campaigns with ease and find out within the first few hours of a campaign what works best and what should be improved or abandoned. Real-time responsive feedback and campaign optimization are the clear advantage for social media marketing that is difficult to replicate on more traditional media channels. It also makes responsive customer service easy, deepening brand loyalty and engagement.
In social media marketing, the abundance of nuanced measurable data means you can run campaigns with definable goals, goals that help marketers accomplish brand KPIs (key performance indicators). Success for social media campaigns can be measured in a variety of concrete ways:
- E-commerce Sales
- Newsletter Sign-ups
- Ad Impressions
- App Downloads
- Ad Click Through Rate
- Ad Engagement
- Relevancy Score
These metrics ensure a definable and quantifiable return on campaign investment, in addition to traditional ad goals like brand exposure.
About the Author
Amit Debnath is a digital marketer, community activist, basketball nerd, and sushi lover.