Data Drives Growth Marketing
We live in a data driven world, and most of us don’t even scratch the surface of what can be done to apply it. Digital marketing is no exception. Everything we do in the digital marketing space generates data. We can get data from the search engines, social networks, third party sources, and more. Certain data points, like traffic and conversions, are obvious and are a part of our marketing routines. We use these data points to measure the success of our campaigns.
Data can be used for growth marketing, too, and merging growth marketing ideals with digital marketing can be powerful. Using data to drive growth is both a science and an art, and it can really make a difference in your results when done right. Here are some of our thoughts:
We Often Use Data to Drive Growth without Realizing It
When we begin a digital marketing campaign for a client, we always start by looking at existing data, whatever we can get. Whether the business has been around for years or just a few months doesn’t matter, there is always data. Sometimes the absence of strong data points is a data point in and of itself. Every number we can get tells a story.
Although digital marketing contains a series of concepts that are basically always used, such as SEO and content marketing, the way they are used differs depending on what we see in the data. This is the core of growth marketing and it is something that has been part of our process for a long time. How can one possibly make decisions without data?
Understanding the Data that We Have
In an ideal world, we would have a lot of data to go on when developing a business’s digital marketing strategy. This gives us the best chance of using the data to do things like
- Understand seasonal patterns that may exist in the business.
- Get a feel for how people search for information in the search engines related to their industry.
- Figure out which social networks are used by your potential customers.
However, in some cases, there simply isn’t a lot of data to go on. In both cases, it is important to begin the strategy using he data that is available. Over time, as new data comes in, thoughtful adjustments can be made to improve performance.
Merging Data and Human Understanding
Numbers are important, but they aren’t everything. It’s all in what happens to the data once it is collected. It takes a trained eye to know what the numbers mean. This is where the magic really is in the digital marketing space. By understanding what the numbers mean, this can lead to the crucial adjustments that will drive growth. In other words, it takes a merging of the human element and the hard numbers themselves in order to really achieve the potential.
While growth marketing relies on data, it is important to note that in order to really make educated changes, enough of a sample size needs to be taken. Reacting to changes month by month, for example, may do more harm than good. It is much better to take a conservative approach, or else this could hurt progress.
Categorized in: Digital Marketing
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