Top Data-Driven Marketing Trends to Keep an Eye On

By Emily Pribanic - Last Updated on December 20, 2019
Top Data Driven Marketing Trends to Keep an Eye On

These data-driven trends will increase your marketing efforts.

Look out for these data-driven marketing trends to increase retention, reach and ROI.

Data is driving many companies to create better marketing for their customers. As data practices continue to develop and get better, so do data-driven marketing trends. There are many new data-driven marketing trends that are becoming more and more popular for companies to use in order to connect with their customers better.

Top Data-Driven Marketing Trends

As the way we collect and understand data becomes more sophisticated, so do our marketing efforts. As data-driven marketing increases, people will notice that no matter where they go, they will see advertisements that appeal to them. This is because companies are using data they’ve gathered about your daily habits, your proximity and even places you have visited to create specialized ads that appeal to you on a deep level. Companies creating ads based on where you shop, eat, socialize and even your current location are becoming mainstream.

Outdoor media has been around for thousands of years. Recently, though, this type of media has adopted a new way of operating. Programmatic advertising for outdoor media may have been difficult to imagine a few years ago, but 2017 saw a major surge of companies focusing on the move from static inventory sales to dynamic, location data-driven outdoor media. As programmatic advertising becomes more and more popular and mainstream, companies that are not implementing digital and programmatic media efforts will not survive.

Omnichannel efforts are playing a major part in data-driven marketing campaigns. Many retailers are taking advantage of location data they have about their customers to open new store locations. Based on the information they gather from their customers using omnichannel efforts, retailers can verify which locations are not surviving as well as they should be. With this information, retailers know which stores they need to close or repurpose and which areas they need to open new locations in.

Another data-driven marketing trend to keep an eye out for in 2018 is streaming analytics. A major untapped reserve of psychographic data is in streaming services. More marketing departments are becoming savvy to these analytics and using them to identify target segments based on lifestyle events, values, and views their customers and potential customers have. Streaming services have a great deal of data to offer marketers for them to reach their customers more effectively.

Other data-driven marketing tools include POS devices and the data they offer to companies. While POS data has presented marketers with many obstacles in the past, as technology improves, 2018 will see more location intelligence integrations of POS devices. These location intelligence integrations will help retailers build better customer profiles and will be able to estimate ROI more accurately. Companies that take a more location-centric approach in their marketing efforts will increase their bottom line.

Data-Driven Marketing Examples

  • Retarget Audiences
  • Use Data-Driven Advertising
  • Optimize Paid Search
  • Use Data-Driven Email Marketing

Once your company has begun to implement technology more for your marketing efforts, send retargeting ads and marketing materials to customers you haven’t heard from in awhile or customers that haven’t clicked on one of your email campaigns in a long time. Use data insights and marketing automation to create targeted ads that will increase retention, reach and ROI.

Optimize paid searches to see which keywords target audiences are using and to even see which keywords are most frequently being used by customers searching for your competitor. Email marketing is a major strategy for most companies so use data to improve your email marketing efforts. When you use data to develop more personalized emails, your customers will notice and remember your company better.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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