how to build a marketing strategy with real-time data
Post on 17-Oct-2014
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Real-time data will reshape the way marketers communicate with customers. As an industry of push marketing through expensive TV commercials, static billboards, marquee banner ads and magazine spreads gets shoved to obsolescence by opt-in social media campaigns, high-quality content, personalized user-experience and responsive products, real-time data applications will soon dominate the mandatory marketing shopping list.TRANSCRIPT
Building a Marketing Strategy with Real-Time Data
Tuesday, January 7, 14
Earlier this year, Google’s $1B acquisition of local, real-time data application Waze added momentum to a growing market for real-time data.
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In 2014, BlueRun Ventures intends to invest $150 million in mobile-focused real-time data analysis applications. source
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They’re just one of a growing number of venture capital firms betting big money on big data.
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Location-based startups that allow advertisers to personalize their offers and provide other customized services are quickly becoming a highly lucrative space. judith aquino source
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what are real-time data?Real-time data are data that update as they occur; they are the live TV broadcasts of online marketing. In the marketing world, real-time data can show you who’s visiting your website at any given time, which topics are trending in which markets, what your customers are doing at any given moment, etc.lisa fugeresource
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In 2014, marketers will invest in tools that give them access to up-to-the-minute insights about prospects.
Real-time data are the future.
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How to Build a Marketing Strategy Around Real-Time Data
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1. Real-Time Data to Fill Your Pipeline
Data lists are outdated. Data change every day. Don’t invest in data that don’t update automatically.
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Download the Data Assessment Chart to help you evaluate lead data solutions
Get the Most Bang for Your Buck
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2. Real-Time Data to Craft your Marketing Message
All the customer personas in the world won’t give you the rich insights you can find on Google Analytics.
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The Best Google Analytics to Develop Your Content Messaging:
traffic sources overview
organicsearch traffic
bounce ratevs. exit rate
top landingpages
exit pages
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3. Real-Time Data to Reach Prospects
Where do your prospects hang out online, and what conversations do they have?
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Social media companies offer detailed advertising options for much less than traditional advertisers.
twitter broad match
photo credit
linkedincustom ads
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facebookpromoted posts
photo credit
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4. Real-Time Data to Close Customers
Knowing when your customers are ready to buy doesn’t have to be guesswork anymore.
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The best marketing automation metrics to use to measure prospect activity:
activitymetrics
responsemetrics
efficiencymetrics
valuemetrics
source: hubspot blog
• Number of emails sent• Setup of quality
behavioral triggers
• Site traffic•Reconversions•Unsubscribe rate
•Open & click through
rates
• Cost per customer• MQLs generated
through lead nurturing•Sales accepted leads
• Revenue generated
•Cost of investment
versus revenue
generated
•Close rate on marketing-
sourced leads
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4. Real-Time Data to Keep Customers
Know when your customers are going to turnover before they do, and salvage their business while you still can.
photo credit
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Customer service is more than answering support tickets; it means predicting when your customers need you, and getting there before they do.
create upsell opportunitieswith trigger events
instantaneouscustomer service
gainsight zendesk olark
onsite, pop upchat boxes
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Read more about real-time dataon the Radius blog.
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about radiusFor marketers looking to boost ROI, Radius provides the
one place you need to segment and identify your ideal
SMB customers. Finding and engaging with the right local
businesses can be overwhelming due to the disorganized
— and often contradictory— nature of local business
information. Radius subscribers build perfectly targeted
customer segments from amongst the 27 million U.S.
business records within Radius to find their next best
customers.
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