Data is the golden ticket to effective marketing and communication. As the need for understanding customers has heightened, so does understanding analytics in real-time. In 2022, everyone has the power to have a platform, go viral, and become the monthly trend. The challenge for communication strategists is to make sure their clients are not getting lost in the mix. The most fruitful way to help a brand stand out is by using data to develop and modify your content strategy.
Knowing where to start incorporating data can be tricky, especially when there is so much to examine. Cision Insight’s study on Refining Communications Strategies explains how living in a data-driven world generates 1.7 megabytes of data a second. However, 90 percent of the data generated remains untouched.
Here are some ways to utilize data to refine communications strategies.
- Transform Data into Insights
For data to make a difference in a communication campaign, a marketer must first understand the story the numbers are telling them. This happens through insights: a collection of data that offers important information on the wants and needs of a brand’s audience. Insights can be found through interactions with channels such as CRMs, websites, apps, social media platforms and even customer feedback. Many companies like Doordash and Uber found success using real-time insights to inform their communication approach. The company’s ability to provide customers with instant personalized responses has helped to increase satisfaction and resolve issues faster.
Every piece of data is unique in its own way. Avoid any preconceived bias during the analysis process. For example, the algorithms in social media take over people’s natural biases. By advancing similar content onto viewers’ profiles, social media is reinforcing a previous belief that attracts more engagement. This leaves users convinced that their beliefs are supported in reality. In order to avoid bias while researching, let the data guide you to a specific insight. Take the time to focus on what insights fit the needs of the business and pick the best approach based on the findings.
- Identify The Best Channels
A high-performing data retrieval tool is a quick way to collect data and determine what channels will work best for future campaigns. It is crucial to look into where a target audience spends their time. For example, if you are trying to reach an older audience, data shows that 82 percent of baby boomers prefer to spend more time on Facebook than other social networks. Similarly, if the goal is to reach a younger generation, TikTok would be the best channel since Gen Z makes up 37 Million of the app’s users.
How we receive and digest information is constantly changing. Setting time aside to explore new ways to connect with an audience is more important than ever. Predicting specific users and how they interact with a channel’s content is impossible without data. Combining tools like link tagging and Google’s advanced segment tool will help determine the age range and demographics of a specific channel to better identify what will work best for the next campaign.
- Measure Performance
The beauty of data is seeing how a campaign is responding in real-time. Tracking mentions, likes, and shares help communicators target the right people at the right time. Surprisingly, 46 percent of marketers don’t use analytic tools to overview their campaigns. As data is constantly produced it’s vital to take advantage of this tool. Sometimes campaigns aren’t as successful as expected, and that’s ok! Using data to record the highs and lows will help identify small changes that can help make a campaign more effective.
Besides providing direction for a campaign strategy, data can also help determine how a company stacks up against its competition. With data, marketers can look into the customer’s feedback on a competitor’s product. For instance, social listening is a great data tactic to use because it reveals what people are saying about the brand, its competitors, and the industry overall. Tracking keywords, mentions, and conversations will determine the positive or negative spikes in value.
Incorporating these tactics into the next strategy will allow marketers to quickly respond to what customers are searching for in a brand or product. Being able to meet a customer’s needs is the most rewarding aspect of performance analysis.
Ultimately, data holds value in itself but when marketers allow for human analysis and in-depth research, the possibilities become endless. With data always producing, marketing teams can grab information in real-time in hopes to rise above the competition, create meaningful campaigns, and build a devoted audience.
To learn more about how Mindgruve can help improve your company’s communication strategy, contact us here.