Marketers are struggling to maintain their ‘Being where the customers are’ resolve. And that is partly because of the new technological revolution now taking place in the B2B digital space. Data inputs from interconnected daily devices (IoT) and intricate online customer interactions (e-commerce etc.) is making the customer data framework more complex than ever. Some suggest, automation is the only way to maintain this big database. For data management professionals, this might actually be true.
A study was conducted by Researchgate this year on impending big data risks. Going by the results, amount of customer data stored from multiple channels globally will reach to a thwarting 40 billion terra-bytes by the end of this decade. Challenges of engaging an online customer have increased manifolds, or rather on many channels. Remove the data management hurdles by making them actionable – automatically!
How to Make a Friend out of Your Big Data with Automated Data Management Tools
Creating an engaging customer experience which is compatible with various device platforms is becoming a challenge in itself. Expenses on expertise and enhancements are increasing while low- and mid-level players are losing out on the advantage of an open online market.
Frankly, to achieve such a feat, requirements are more in number than the hands dealing them. Customers now not only control the buying cycle, but they also prefer an uninterrupted, uninfluenced flow of purchase all the way. Online customers interact with the interface, and only after perceiving, comparing, and then deciding, they allow any sort of direct communication to be made by the seller (if at all). Human interaction generally takes place after 60% of the buying cycle is complete, but even that remaining portion can be bypassed with the latest web development technologies available today.
Buyers’ reliance to digital systems leads the way to a completely human-devoid influence program. Consequentially, the big data management also needs to be automated to keep pace with rapid execution.
Where & When to Collect Data – Connecting Your Data Management Dots
If your data management tool is the sink, it must have a source to collect your marketing data from. These sources your online marketing promotions. Collecting the different types of data in separate baskets makes sense in this case, as each of these content follows a different strategy for optimized impact on particular channels. Here are the four main strategic factors that will help you choose your data baskets.
1. FRESHNESS:
When the update is fresh, it must go to a channel which spreads the news fast. The more the people to share it, the better. Sounds familiar? Social media is the way to go viral these days! Even videos (YouTube) and slide sharing sites (SlideShare) need your social media support.
2. RELEVANCE:
Have a product description? Optimize it according to relevant keywords that would feature in related searches. You are looking for organic traffic to your product pages and getting it high rankings on the Search Engine Results Page (SERP) only will get you there.
3. COMPATIBILITY:
Your prospects are everywhere. They login to their virtual identities from tabs, laptops and a wide range of devices. Compatibility issues with your content can make even the trendiest topic look stale. Pop-up notifications configured to devices fetch a lot of eyeballs. It has the advantage of conveying highlighted briefs minus the hassles of loading lengthy pages.
4. MAINTENANCE:
Creating viable content is an endless process. Once a specific document is created, it needs to be promoted continuously across all channels. Research and frequent keyword updates form a big part of the maintenance process. The best promotion platform to apply a continuously changing keyword profile is Blogs. It can be updated daily and it sparks interest with its interactive tone.
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