How to Target Prospects Strategically with “Big Data Marketing”
Big data, AI and user tracking are top of mind for many marketers – but when it gets into the details of how, what and who – there can be confusion. Digital marketing is complex. As we add in multiple layers of interest targeting, geotargeting and the capabilities of different platforms, the intricacies expand.
To help, we’ve compiled an overview of how we use Big Data in our marketing strategies to target new customers and expand touchpoints.
What is Big Data and Who is Collecting It?
Simply, “Big Data” is all the information digitally tracked about a person. The website pages you read, the words you use to search, the type of content you engage with – all this data is collected. That information is combined into a data set, which then combines with other people’s data sets, and is analyzed. Computer algorithms then create profiles about you – predictive patterns, interests and associations – that we marketers can leverage.
Data is collected as you go through your entire day, so your profile is a full representation of you – what you do at work, what you do at home, what you like, what you need to know, etc. Keep in mind, data collected is not just from what you type and read after a Google® search, but also what you say and do. The Facebook App, Google Home Smart Speaker, iBeacon tracking, etc. automatically collect data, image content, position tracking and more. This monitors what you do, where you go, what you say, and what you type. Advanced Big Data knows more about you than you probably care to imagine.
How Do We Use Big Data in Digital Marketing Campaigns?
The data available for B2B marketers has become more robust and refined. More than just a job type or industry, we can identify specific B2B interests – such as involvement in operations, supply chain, metals and more.
Different platforms allow these data collections to be leveraged by marketers. While each platform offers different data options, similarities exist.
Sites like Facebook, Google and Native platforms include a variety of interest settings, job information, demographic data as well as geographic statistics (including if you are home, at work, traveling, etc.). Sites like LinkedIn also provide job titles and past/current employers. These platforms have different dashboards, which require the understanding of interface settings and the nuances of each of them.
By carefully targeting segments, overlaying settings and strategically aligning our B2B digital marketing campaigns with client goals, we can serve ads to your potential customers. We can even tailor ad content, timing and messaging to the individual – serving them ad content they are most likely to engage with – which we also know from Big Data tracking.
Our digital marketing team is available to leverage a wide variety of Big Data – so that two people sitting right next to each other, both looking at the same website will see different ads.
Click Here to Schedule a Free Consultation
Please note, consultations are available Monday-Friday, 9:00-4:00, EST (New York time zone). Please submit your request and one of our team members will be in touch to confirm your appointment. We look forward to speaking with you!
Accessing Big Data for Marketing
While the novice marketer can likely gain access to some of the profiling tools and platforms that leverage Big Data, an expert hand is needed to truly be affective. Understanding the complexities of these advanced tools allows marketers to correctly leverage all the capabilities. It takes time. It takes thought. And it takes skill.
Don’t be lured by automated platforms and auto-generated targeting and ad content. B2B marketing is complex and must be carefully implemented. Remember that a smart marketer will not only maximize your visibility and return, but also protect your brand as part of a well-crafted digital strategy. Placements, pacing, spend, conversions and more should be regularly monitored data points.
At Stifel Marcin, we have two decades of B2B digital marketing expertise. We’ve watched the growth of platforms, digital opportunities and data tracking, and know how to maximize its value.
Let’s talk about your marketing goals, and how we can bring data-driven digital marketing into your mix to increase your visibility, brand positioning and sales.
Sign Up for Our
View Our Portfolio
Stifel Marcin has helped clients' define brands, plan campaigns and deliver compelling messages for almost two decades. We produce effective, strategic marketing, across a wide-range of industries, by partnering with you to succeed. LEARN MORE >>
Powered by a variety of media, our advertising and marketing initiatives are customized to your business goals and produce measurable results. Let us help you build your brand by developing strategic creative work, across multiple platforms. LEARN MORE >>
Give us a call, come visit or fill out a contact form. Someone from our expert team will get in touch with you and walk you through our free Marketing Assessment, so you can plan branding initiatives and marketing strategies that fit your budget parameters. LEARN MORE >>