Using Data to Fuel Digital Marketing Campaigns


Published: | By Shreyash Dadhich

In 2021, almost 97.9% of Meta’s (formerly Facebook Inc.) Global revenue was generated through advertisement which is equal to 114.93 billion U.S. dollars. There are more than 3.6 billion social media users in the world. Also, according to an estimation, there are 2 Trillion global searches per year on Google. 

We encounter many advertisements on Digital platforms, from small restaurants to global brands everyone is running marketing campaigns on the internet. The only thing that makes some brands stand out from others is “How effectively those brands use data to strategize the marketing campaigns”. 

Why Data is important?

Good data helps Digital marketers and analysts to familiarise themselves with potential customers. Data helps in making small decisions like at what time the social media post should be live to big decisions like what products to be promoted. 

Suppose, there is a renowned fast-food chain in India and since India is full of diversity the choices of the food that people prefer vary from region to region. In some Indian states, the population of vegetarian people is more than the non-vegetarian people, so the marketing campaign will be focused more on vegetarian food in those areas.

According to a survey conducted by the Registrar General of India (RGI) in 2014, there are 74.9% of vegetarians in Rajasthan which is a state in northern India whereas Telangana, a southern Indian state tops the list of non-vegetarian states with 98.7%. Even during some important festivals like Navratri, Ramadan or on some specific days of the week the demand for food is on the decline. So any campaign during such festivals won’t give the expected ROI.

There are multiple criteria which play important role in curating the marketing content and campaigns. These criteria can be demographics, browsing patterns, social media activities, culture, GDP per capita and even languages. 

Some of the favourite analytical tools of Digital Marketers: 

  1. HypeAuditor

    It is an AI-powered tool which can assist marketers in Influencer Marketing Campaigns. Initially, it was purpose-built to identify credible creators and influencers with a real audience. Currently, HypeAuditor has a record of over 50 Million influencers in their database which include the audience demographics, fake detection and brand affinity. HypeAuditor uses the Machine Learning algorithm with 53+ patterns to detect accounts with bots and fake audiences. The number of followers is not a good criterion to choose a creator. A creator may have bots as an audience or maybe due to inconsistency in the content their engagement rate is low.  To identify the audience interest of an influencer the HypeAuitor uses some algorithms and with the audience reports the brand can choose the suitable creators to target the specific audience.  It can also manage and monitor Influencer marketing campaigns.

  2. Ubersuggest

    Since childhood, everyone used to wonder how the toppers study to score high grades. This tool cleared all doubts. Ubersuggest offers insights into competitors' strategies so that brands can adopt the same strategies to get an edge over their competitors. It has a decent keyword database through which it generates new keyword ideas and makes keyword research an easy task. Along with keywords, important data like monthly search volume, CPC, PPC Difficulty and SEO Difficulty are shown. All these data assist the SEO analysts in choosing the correct keywords for SEO and PPC campaigns.

  3. Google Analytics

    Google Analytics is undoubtedly the most prefered tool by digital marketers. It shows the source of the traffic, geographic locations of visitors, how the different campaigns are performing, the duration of sessions and website bounce rates stats and helps us understand the user’s behaviour. It uses techniques such as funnel visualisation to identify poor performing pages. The latest version of Google Analytics called GA4 offers an e-commerce report which allows the user to analyze sales activities.

  4. Instagram Insights

    It is a built-in feature in Instagram but only if you are the Business Account or the Creator account user. It gives insights related to the posts and profile. It helps the Social Media Managers in understanding the Audience and creating the content according to them. Instagram keeps changing its algorithm and this feature can help one understand the algorithm through A/B testing. For example, through A/B testing users can analyse the different posts, videos and reels. They can get to know which hashtags are generating better reach, and what types of content audiences preferred the most.

Conclusion

There is a very famous cliche in the field of data science “Data is the new Oil”. We can't use the crude oil directly in our vehicles and just like that, we can’t use the raw data directly. The tools that are mentioned above will help in distilling the data and making them useful.  There is an immense amount of data available which can help digital marketers in curating their campaigns. The ROI of the campaign will depend on multiple factors. Analysing deep into the data of multiple criteria will result in a better ROI. The growth won’t come in a single day or a week but continuous efforts are required for better results.

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