How to Have an Effective Data-Driven Marketing Strategy in your Company

With pandemic entering its second phase and most business managers considering whether they should stay operating remotely or returning to normal, it is essential to have a realistic evaluation of the situation while considering their business performance. Either way, here are few essential tips for crafting data-driven marketing tactics in the uncertainty of the pandemic economy. 

Orienting the business with customers considering the current situation

Pandemic has brought in new customers for various businesses and provided many with various opportunities. Whether managers decide to maintain their current business strategy or adopt new ones, conducting sentiment analysis to identify the missing elements in their marketing plan is essential. They may consider the following key factors:

• Creating more brand awareness,
• Making their brand playing the role of an influencer among their customers,
• Studying the change in consumer attitude and trend.

Creating consistent and measurable messaging for multiple mediums

Conveying your business message constantly on different platforms (from social media to email marketing campaigns) for consistent self-promotion is essential during pandemic while spending time on social media and online platforms among all businesses’ customers has drastically increased. These strategies are necessary for facilitating a business’s pivot. You should have every touch of your customer attributed to a channel, device, a visit number, campaign, a lead score computation, conversion, and so on. The customer experience is shifting, and so must marketing message and mediums. Examining this data as well as attribution models can transform every business significantly.

Managing marketing channel and performing device analysis

It would be best to carefully analyze where you are about to spend your money and what channels and devices you are considering to target your marketing campaigns. Customers are no longer where they used to be, and business managers need to measure this customer quality digitally, and a holistic view of these channels and devices is essential. Performing this task can be demanded from your data team.

Messaging optimization

New customers and new business models require adopting a new view to your messaging. A/B and Multivariate testing can affect business marketing efforts significantly in these recent times. Conveying your message within your optimization program will improve customer engagement. 

Avoid overreach

It is essential to reduce blanket COVID-19 communications to a minimum. If blanket COVID-19 communications is a must to your business and result in boosting your marketing plan and improving conversion rates, then try using it as a way to be more of service now and evaluate their expectations. 

Prioritize velocity over content production value

Content marketing is of high importance currently, and the amount of content you produce trumps the production value. Try various methods for conveying your messages, such as thinking about a new podcast idea, trying your hand at a webinar, and uptick the publishing velocity of your written content across all of your channels. If needed, consider also rebuilding your content marketing strategy.