Tag Archives: digital marketing

How to create your Digital marketing campaign more profitable

The traditional marketing methodologies are growing older, and the conventional marketing is gradually being replaced by the digital marketing methodologies. As per the industry experts, 2017 would be a crucial year from the marketing’s perspective, as digital advertisement spending would overtake the spending on the traditional marketing campaigns in this year. This shift clearly indicates that today people prefer to indulge more with websites and social channels instead of mass communication mediums such as TV, radio and newspapers.

Digital Marketing

As per the eMarketer, the Digital-advertising market is growing steadily, and is experiencing an annual growth of 15%. The marketers across the globe are now feeling the heat because the digital marketing space is becoming highly competitive, and the conventional marketing practices are increasingly being replaced by the new ones. The businesses who are not indulging in digital marketing, have started losing a huge chunk of prospects and customers, and thus, it has become more important than ever to invest in digital marketing.

Strategies For Making Digital marketing campaign more profitable
The marketers today are facing multiple challenges. The market space is becoming saturated and its becoming very difficult for businesses to achieve the visibility for the business with each passing day. On one hand, the businesses are struggling with the manpower crunch, and on the other hand, it is becoming very difficult to achieve measurable results. Owing to the stiff competition, every business firm is seeking the most robust digital marketing strategies which can deliver the desired results, help a business gain an edge over its competitors and make the digital marketing campaigns more profitable.
Here are some vital tips to make your digital marketing campaigns more successful and results-oriented.

Make Your Campaigns Data Driven
Today, when most of the people are connected through social platforms and networking sites, are using internet based services to accomplish a lot of day to day tasks, are performing online shopping and using the smart phones for multiple purposes, deriving data about the customers is not difficult. This data, when analysed effectively can deliver a plethora of resourceful insights which can be incorporated in the overall marketing strategies, not just digital.

Data can become one of the most vital assets for a company, and by leveraging advanced data analytics tools, companies can get valuable information about the customer behavior, which can be further used to shape the digital marketing strategies in an efficacious manner. Thus, one of the best ways to enhance the effectiveness of your digital marketing strategies is by using the customer insights derived from structure & unstructured data collected from a range of online sources.

Engage in Effective Content Marketing Strategies
As they say, “Content is King”, one should not underestimate the significance of the efficient content marketing strategies to achieve profitability in the digital marketing campaigns.
Forget about high quality, or keywords rich content, Google, nowadays, seeks ENGAGING CONTENT.
As long as your content is plagiarism free and engaging, it will not only get visibility, but would also be rewarded by Google. A piece of content that adds value and is found useful by the readers can instantly become a hit among them. Thus, focus on writing content that readers would like to read, and one of the best ways to persuade the readers to give your content a try is by writing catchy titles and subtitles above them.
Create the content with which your readers can connect, and use the mediums like videos and podcasts to attract the viewers. With useful and engaging content, you can give an incredible lift to your digital marketing strategies, and enhance its profitability, ROI & results.

Use Storytelling Formats and Visually Attractive Presentations To Share Your Message Over Social Media
These days you will find very few people who are interested in reading regular text based posts. Thus, to engage your viewers, you have to innovate the ways to present your messages. Graphics and videos can prove as tremendously wonderful tools for telling your story, and these can be used on both, your social networking accounts as well as on your blogs.

Using the captivating and compelling content strategies, you can easily achieve our business goals pertaining to digital marketing. Even the readers prefer to engage with the messages which are propagated through interesting videos or animations.
Here are some vital statistics related to video and graphical content that will blow your mind:
• Around 70% of the social media users prefer to watch videos instead of reading lengthy articles
• Visually striking messages receive more attention than text messages
• Over 50% of the digital marketers agree that the visuals are more imperative when it comes to th content marketing strategies
• The visual content receives about 100% more views than the content without the images.
So, if you are seeking attention from your site viewers, social media followers, prospects and existing customers, invest in developing visually attractive content.

Invest in Personal Marketing
If your aim is to gain a competitive edge over your counterparts and achieve better results with digital marketing, you must invest in the personal marketing strategies. Your customers are your most vital assets, and if you can deliver privileged services to your customers, nothing can help you better in augmenting your customer base.

Just like a 360 degree marketing approach, your digital content must target the diverse buyers, their distinct personas and their specific needs. The customers today, look for content, which has been specifically tailored as per their needs. By being a little empathetic while addressing the pain points of the customers, and suggesting them convincing solutions, you can gain the trust of your customers.
By delivering personalized marketing solutions, you can surely enhance the effectiveness of your digital marketing efforts.

With the aforementioned strategies, you can certainly augment the value of your digital marketing strategies, drive more profitability and better sales whilst giving your business an incredible boost in terms of leads, and customer loyalty.
ViitorCloud is among the top-notch firms that offer extraordinary digital marketing services. We understand that what type of exposure do businesses need on the web, and thus, provide an outstanding set of digital marketing services including SEO, SMO, SMM, PPC, Online Reputation Management and much more. With a team of seasoned digital marketers, we can help any business attain the optimum exposure on the World Wide Web.

How Internet of Things (IoT) is going to Affect Digital Marketing in Future?

If you own a smart phone or a tablet, wear a fit bit or are planning to buy a smart watch, then the IoT phenomenon has already started impacting your life in many more ways than you think. Not just your life, but it is making its presence felt in various aspects of life and business. IoT is not a buzzword anymore, instead, it is going to be one of the most deployed technologies in the next few years.

What is Internet of Things?
The IoT (Internet of Things) is a catchphrase for the entire network of devices which are either connected with cloud, the internet or both, and are capable of not just communicating with each other but also gathering data about the users while interacting with the environment that surrounds them. These devices, when coupled with search engines and advanced applications possess the capability to perform increasingly complex tasks across the network of connected devices, while creating an intuitive, entertaining and useful experience for their users.

Potentially, internet connectivity and sensors are being introduced to a large array of devices. However, in order to become an integral part of IoT network, these devices need the ability to contextualize and translate the raw data in a way which is useful to people. IoT is expected to generate colossal data from the multiple objects and aggregate it quite fast. This presents an opportunity for the businesses to leverage this data in diverse, meaningful ways to enhance their customers’ understanding and service while improving their offerings.

The Contemporary Era of Digital Marketing
One of the business aspects which have undergone complete transformation owing to the digital concepts, is the marketing. Digital Marketing has become the best and most widely used forms of marketing, and is known to deliver the most measurable results for businesses worldwide and across the different industry verticals.

Today, digital marketing leverages the vast data collected from different sources to derive insights pertaining to the user behaviour, customer sentiment analysis and what consumers think about a specific brand. The pace with which digital marketing is enhancing its reach and supporting the businesses, and the way its using technologies such as Big Data, the answers to the following two underlying questions will be revisited.

How businesses will reach their customers?
The conventional media based marketing has lost its edge over the digital marketing quite a long time back. So, as a business if you are not using the digital channels to market your products and reach your customers, you are certainly missing some of the most efficacious ways of marketing in today’s era that’s driven by digital technology. The digital channels are generating more paradigmic shifts than ever. As a result, the companies must put the customer behaviour under constant analysis to gain valuable insights.

How businesses will reach the other businesses?
There are a large number of businesses which choose to offer their products and services to other businesses instead of directly to the customers. In the era of digital marketing, SEO and SMO can greatly support the businesses who are seeking clients. As IoT gains momentum, having a search engine optimizer is really going to pay.

How IoT will impact Digital Marketing?
IoT is going to have a significant impact over the digital marketing methodologies and its scope. At its core, IoT is all about a myriad of sensors which transmit live data to the servers or cloud in order to fetch the real-time feedback and deeper insights which can help the businesses make better and faster decisions.

First of all, IoT is expected to augment the sophistication and the number of touch points, both with customers and the other businesses. More devices and objects connected to the internet will become the sources of more opportunities to interact through the digital channels. Amalgamated with an ever increasing comprehension of customer behaviour through the comprehensive data usage, the higher number of the contact points will enable the market to better target their potential customers while better tailoring the interactions throughout the digital marketing funnel.

Secondly, the organic traffic attracted by the company websites will experience considerable change, along with the efforts of search engines to incorporate the huge amount of data which it entailed. SEO will start playing even more pivotal role than today in the routines of marcom agencies and digital departments, as the websites will need to adapt themselves to the search engine evolutions at a much swifter pace.

Another significant way in which IoT will impact the Digital Marketing is the way customers are targeted. Owing to the data collected by sensors, there would be a possibility to derive more accurate insights about customer behaviour and these insights would be used by marketers to better develop personalized campaigns and automate some aspects of it to deliver the best results. The automation will change the entire landscape of the Digital Marketing.

Conclusively, the contribution of IoT in digital marketing would be far beyond the tailored offers, personalized marketing, precise targeting and user interaction. A tsunami of valuable data has started to crash upon the enterprises due to IoT, and only the organization who have proper plans in place to capitalize these opportunities would be able to sustain viably in the future.

ViitorCloud is among the most advanced IT firms which have started leveraging the new age technologies such as Big Data and IoT to enhance their digital marketing offerings. It offers completely tailored solutions to its clients based on the insights developed from the data collected by the objects that exist in the IoT network.

4 big data sources which helps digital marketers to enhance their marketing results

Big Data is among the top buzzwords being used in the field of technology today. It describes the increasing volume data which is characterized by velocity, volume and variety, surrounding every aspect of our lives. Big Data is not an entity, but actually an idea that refers to the fact that nearly every human action in today’s data driven world can be quantified and logged in a data bank which is growing at an exponential rate.

How Big Data can Impact Digital Marketing?
The amount of Big Data being created and stored on the global level is not just colossal but inconceivable as well. With an ever growing Big Data, there is a great potential to glean key insights about customers and use for various business purposes. Digital Marketing is amongst the top aspects of businesses where Big Data can be leveraged in the most meaningful ways. Digital Marketing can use Big Data to:
• Deliver insights about the customers of a business and their preferences
• Perform behavioural analysis of the customers and derive information about their choices
• Engage the customers by serving them what they want
• Achieve customer retention and loyalty by serving the customers with personalized offers and superior services
• Optimize the marketing efforts through continuous testing, measurement and analysis

How to find the Big Data?
While all the tech experts accentuate the fact that Big Data is being continuously collected and stored in data banks, most of the Digital Marketers wonder about the best sources of this data. All the Big Data sources offer huge collections of data, but, is vital to understand that which sources can be used for the maximum advantage and most useful data.

The competencies, challenges and capabilities associated with analysing and storing the Big Data make it important for the Digital Marketers to use the most legitimate and resourceful sources that can help them derive expedient insights in the least possible processing time.
Here are the top 5 Big Data sources on which Digital Marketers can integrate into their marketing campaigns.

1. Web Mining
Web Mining refers to the data collected and compiled by mining the World Wide Web. This subsumes the automated processes of extracting and discovering information from the Web servers and documents, including mining the unstructured data. This data can include the information extracted from the browser activities, the one stored in the cookies, from the server logs, from the web documents and page content, etc. The link and structure of the website also offer a resourceful collection of worthwhile information.
This data can be collected and analysed to glean insights about what customers prefer to search on the web, and how much time they spend on different types of web pages. Undeniably, web mining offers a great deal of information about customers for performing behavioural and sentiment analysis.

2. Social Media
Social Media is indeed one of the best sources of Big Data as an average internet user spends around 2 – 2.5 hours each day on the social networking websites. Today, people use social networking websites and applications to connect with their friends and families. They discuss almost everything about their life on the social networking chats, check-ins, comments and status updates. What interests the business the most, is how the people share their opinions about the different products and services they are using, planning to use, are happy with, don’t like much etc. Thus, nothing can be a better source of Big Data than social media when it comes to using it for Digital Marketing.
The data collected from the social media can be accessed using the text-based search capability and natural language processing software, and the positive or negative nature of the phrases can be understood. By knowing about the genuine opinion of the customers, brands can design the personalized marketing campaigns.

3. Mobile
The largest surge in the Big Data volume is driven by Mobile. Not only the consumer usage patterns and smartphone penetration contribute towards Big Data accumulation, but the apps that are used by people on their phones and tablets, along with the services that run in the background continuously collect data and pass-on to the data banks. While it seems a little weird to the users that their smartphones are tracking the data and but, it’s completely true. The data in the form of the email ids, online cookies, social Ids, search engine queries, etc. can be used in various meaningful ways to support the digital marketing campaigns.

Behaviour analysis, sentiment analysis and much more can be done on the basis of this data, and it can also help the digital marketers to develop a digitally addressable set of customers whose preferences are known.

4. Activity Generated Data
The mobile devices, computers and several other devices supporting IoT, log files regularly with huge collections of data. This data often includes the sensor data, application logs, web site tracking information, device failure logs, location tracking information etc. While this is a machine generated content, but, it can deliver great insights about the behaviour of the people and the way they use different services. Soon, household appliances and vehicles will also start collecting data owing to their IoT connectivity.

These semi-structured text files can be leveraged by the Digital Marketing experts and analysts to generate valuable information about the customers and their prospects, and can later integrate the same in their marketing campaigns.

Big Data is bringing significant changes in the way people and organizations work, and is creating a data driven culture in which IT leaders can leverage Big Data to derive insights and make better decisions, capable of deepening the bond with customers, strengthening customer engagement, preventing frauds and threats, capitalizing new revenue sources and optimizing operations including digital marketing.

ViitorCloud is a leading organization that offers its clients the avant-garde services including the new-gen digital marketing services which derive value from Big Data. ViitorCloud possesses a team of technology experts who have experience in analysing and processing Big Data, and thus, is capable of delivering unmatched and measurable marketing results to its clients.

How Big Data can be useful to Digital Marketers?

Companies, whether big or small, are increasingly understanding the significance of Big Data and how it can be used in different industrial niches to drive value. While, Big Data has been around as one of the key digital trends, but it has garnered unimaginable importance in the last couple of years owing to its capability of delivering useful insights. In fact, several

enowned brands are boasting about the use of Big Data to improve their digital marketing campaigns.

What is Big Data?

Today, we live in a world which is increasingly being driven by data. Big Data refers to the colossal collection of structured and unstructured data which is collected from a variety of sources, including social media, mobile data, crowdsourcing, web mining and many more. The digital revolution has resulted in a collection of very high volumes of data that can be leveraged by industry experts in a number of ways for enhancing and improving their services. This digital data is broadly termed as Big Data owing to the characteristics subsuming volume, diversity, variety and velocity.

Big Data and Digital Marketing

Like other industries that are using Big Data for developing better customer insights and improve their services, Digital Marketing is also utilizing the power of Big Data for augmenting the understanding of customers and make the services, more customer oriented. As per a recent survey conducted by 2nd Watch, the response of 86% of the respondents was oriented towards the usage of Big Data in Digital Marketing. They said that their organization is either leveraging or is planning to use the Big Data for supporting their Digital Marketing efforts. The report also illustrated the top uses of Big Data in Digital marketing and these include:
• 29% – For better understanding the customer insights
• 18% – For improving the supply chain
• 16% – For powering promotions and campaigns

Big Data can act as the fuel in the Digital marketing for driving the success and thus, the significance of this data can’t be overlooked. The large enterprises such as Amazon, Nike and many more have started harnessing the power of Big Data and are acting as the inspirations for their businesses who are planning to include Big Data analytics in their marketing strategy.
Here are the top 5 brands which are using the Big Data to in different and innovative ways to deliver better customer services.

McDonalds

McDonalds uses Big Data in a number of ways and has incorporated it in different manners in its digital marketing strategy to enhance its customer base. McDonalds, with presence in 118 countries and a daily traffic of 62 million customers has been using Big Data analytics for gaining even better insights into the behaviour of its customers for improving the operations at various stores while working on enhancing the customer experience. The Analytics system at McDonalds analyses the data about the different factors such as the order sizes, the information on the menu, wait times, the customers’ ordering patterns for optimizing the operations in the restaurants and for developing targeted marketing strategies emphasizing on personalized offers for customers.

Nike

The sports brand, Nike is using Big Data in a highly innovative manner. It is leveraging the Big Data analytics for developing the ecological designs for an array of products, including a no-water dye technique, which as the name suggests does not require any water.
The Nike’s vice-president of sustainable business and innovation, Hannah Jones calls Big Data as the “Smart Data” owing to its capability of providing useful insights that can be used for introducing innovation in their products and offerings. The Big Data based techniques including Scenario Planning, Future Casting and Data Analysis have helped the brand find ways to give shape to its vision pertaining to decoupling growth from the constrained resources such as water and fossil fuels.
While Nike has not used Big Data in the conventional manner for supporting their Digital marketing efforts, but, they leveraged the power of Big Data in R & D to introduce innovations that can help them improve their customer service and achieve even higher customer satisfaction.

Amazon

Amazon uses the Big Data for customer segmentation and to develop personalized marketing plans for its customers. When any user logs on to the Amazon, the products which are recommended to them are completely different from the products recommended to some other person, and this happens because of the customer segmentation.
Every time when the user logs in his/her Amazon account, and browses the products on the website for purchase, the information is stored by the website. Next time, when the customer returns, they are offered a specific array of products based on their browsing history and previous search. This also helps the Amazon to determine information about the diverse trends about the people who make similar purchases. For instance, if 70% of people who bought a Samsung Galaxy smartphone also bought a power bank, then the Amazon will automatically recommend the power bank to the person buying a Samsung Galaxy smartphone in the future on the basis of the purchase trend of people. By segregating the customers on the basis of purchase patterns and their interests, Amazon offers its users more choices of products about which they might not even know about but would be interested to buy. This kind of targeted marketing efforts supported by Big Data helps the company to enhance its sales and ROI.

Vodafone Netherlands

Another Big Data use case is exhibited by the global premier wireless carrier giant, Vodafone Netherlands. Owing to its new capabilities, the company has been able to integrate the colossal amounts of customer data such as web history and social posts for analysing the customer behaviour. Vodafone Netherlands uses this data for generating valuable insights and a highly sophisticated view of the customers. These insights allow the digital marketing team to deliver personalized and highly relevant offers to the customers. The personalized offers enhance the chances of services being bought. Thus, Vodafone Netherlands has been using Big Data for for obtaining stronger digital marketing success in an innovative manner.

Dell

Dell uses the Big Data collected from various sources, including social media to enhance its closure rates and drive superior business results through targeted digital marketing efforts. With its sophisticated Big Data solutions, it enhances the prospects and customers view, in the real-time by tying the conventional records with email addresses and social media user names. Using this information, the computer maker offers its customers and prospects with personalized promotions. Big Data helps in developing insights on the basis of the expanded views which improve the propensity models and, in-turn makes the digital marketing campaigns more successful. As per the statistics released by Dell, prior to this new way of using the social data of customers, marketing efforts could only identify the names of about 33% of the customers who responded to their promotional programs. But, with the Big Data usage, accurate identification of 66% respondents has become possible and this is a huge leap.
The aforementioned use cases establish the fact that the Big Data is being progressively used by the companies to enhance the effectiveness of their digital marketing campaigns and drive more revenue through personalized marketing. Data is a big asset and most companies have started realizing its worth. Gradually, the number of companies leveraging the power of Big Data will increase in the future.
ViitorCloud is a top-notch firm that offers its clients innovation-driven Digital Marketing solutions. We help our clients to use Big Data in a plethora of ways to gain valuable insights about the customers and present them with personalized services. We have been successfully delivering Digital Marketing solutions for years and our experience in this niche strengthens our capabilities to deliver higher business value to our clients.

SME’s Should Start Using Big Data

#DIGITALINDIA – is an initiative by the Government of India to ensure all government services are made available to citizens electronically by improving online infrastructure and increased internet connectivity. This is one of the best example of increasing Digital presence in our day today life and its importance. Now digital marketer, an entrepreneur or a startup firm all are in need of data affecting their target market or niche. The study of user’s behavior, past trends, ongoing activity in the web, types of search performed by users and keywords connected with it, ongoing interactions in social media platforms, online purchase behavior and increasing trend of mobile platform to search web and make purchases. All these pool of information are so huge that if you pile them in a disk, a cricket ground will not be enough for it. The most important part of this data is, it is increasing at a tremendous speed. All these data are a part of Big Data, which if analyzed carefully with the help of various tools available in the market can be a strong base for successful marketing campaign. If you are an SME it is obvious you might not have ever utilized big data before or many among you even not heard about it. So let me explain you in a nutshell what Big Data is and how to utilize it for effective marketing.

 

What is a Big Data & How it is effective for Digital Marketers?

Big data is something which is generated with every human interaction with digital media. It is a term used to define data sets that are so large and complex in nature for which a traditional data analysis technique proves worthless. Process includes analysis, capture, data curation, search, sharing, storage, transfer, visualization, and querying. Traditionally marketing were done thru magazines advertising, bill board advertising, flyers and few other platforms and results were achieved. Since Digital Revolution users behavior and their purchasing habit has changed completely. LeEco with Flipkart flash sale was able to sale 70,000 Le 1s phones within just 2 seconds from start of flash sale.  This is one of the best example that now we are in digital age. Nobody bother to read magazines and instead substantial number of users switched to online medium to consume digital content. As the end users has changed their medium to consume content so is now business has to change their marketing perspective. They need to target the platform their end users are in, then only it is possible to gain their confidence and business. To carefully frame marketing campaign or take policy decision such business are now in need of Big Data

After Careful analysis of Big Data, marketers can get information as to where there targeted customers are spending time, which type of services they are looking for, how they consume content, what interest them the most to make purchases and answers to many similar questions which later on helps businesses or marketers to frame effective strategy.

Brands such as Macy’s, Tesco, American Express and Wal-Mart Stores utilizes big data, you can learn how they use big data over here

 

Sources of Big Data for Digital marketers

As we have learned the importance of big data to digital marketers and business, now let us see different sources of it. There can be number of source where digital interaction is going on, few new platform comes into existence every other day, whereas few old platform gets outdated. So let’s pick some of the platform which is widely used by Digital marketers

 

Web Mining

Web mining is the use of the data mining techniques to automatically discover and extract information from web documents and services. There are three general classes of information that can be discovered by web mining

1) Web activity

2) From server logs

3) Web browser activity tracking.

Nowadays almost all major online companies use this technique to collect useful information. Such as online marketing firm do web mining to gather information about online activity of their competitor & check ranking, search engines use for web indexing, ecommerce website use for competitor’s price scrapping, sales and data service provider use it for collecting leads.

 

Social Media

Social media plays a huge role in big data as each second, number of interactions are recorded in terms of likes, shares, reviews, comments. With each of such interactions either a brand, industry trends, outbreak etc. are connected. By analyzing all such interaction from Big Data one can learn user behavior for a brand or popping trend in near future, user’s likes and dis likes etc. Social Media strategy can be framed on basis of those data and it is obvious such strategy are always bound to be success.

Below is an example will prove the effectiveness of data available in social platforms. An infectious disease surveillance systems accurately tracks social media data to inform early warning system and outbreak response.

 

 

Map Layout of Flu near you
Image source: govtech.com

 

A Diseases detection app Flu Near you by utilizing big data from social media helps you to predicts outbreaks of the flu in real time.

 

Crowd Sourcing

Data compiled from community platform other than social media such as forum,

Community website, large surveys, polls etc. All these data are similarly stored in Big Data which later on, after detailed analysis are made available for use. To better understand the theory let me put a recent example of crowdsourcing utilized by Mexico City Mapathon.

 

 

Image of crowd sourcing
Image source: nextcity.org

 

Challenge:  Mexico City has one of the largest bus route system in the world with almost 60% of entire resident travelling thru bus. Almost 14 million rides a day and nobody knows where exactly all buses go. In fact there was no official route map.

A group of collaborators achieved it by creating a citywide participatory mobile app game with the help of crowd-sourcing, cell phones and algorithms.

 

Transactional

Web is not only for social interaction and to perform search but enormous amount of transaction are nowadays done through online medium. All such transaction are collected and grouped to form a Big Data. Transactional data can be in various forms some of them are described below:

Logistical: when a product moves from one point of destination to an another point, such transaction falls under logistical transaction

 

Transactional big data
 

 

Financial: Any transaction with financial motives such as online purchase, bill payment and inventory falls under financial transaction.

Operational: Various HR related transactions such as time tracking etc. are covered under operational transaction

Digital: page redirects, clicks, purchase, browsing actions, views and downloaded are a part of digital transaction

Careful analysis of these data helps business to learn the habit of online purchase of their targeted users. Many policy decision can be framed on basis of those vital information

 

Mobile

There is a huge surge in online usage of web with mobile compared to desktop. Now in year 2016 mobile web usage has crossed the desktop usage. With more than one billion smart phones vast amount of data is been generated through mobile platforms, all these becomes a part of Big data.  If all these data are analyzed very carefully, businesses can get an interesting data about their customer base.

 

Conclusion: Brands are already using big data from very first stage to take policy decision and frame strategy. Now all SME’s should learn the benefits of big data and put it into practice to take maximum benefits from online medium.

SME’s Should Start Using Big Data

#DIGITALINDIA – is an initiative by the Government of India to ensure all government services are made available to citizens electronically by improving online infrastructure and increased internet connectivity. This is one of the best example of increasing Digital presence in our day today life and its importance. Now digital marketer, an entrepreneur or a startup firm all are in need of data affecting their target market or niche. The study of user’s behavior, past trends, ongoing activity in the web, types of search performed by users and keywords connected with it, ongoing interactions in social media platforms, online purchase behavior and increasing trend of mobile platform to search web and make purchases. All these pool of information are so huge that if you pile them in a disk, a cricket ground will not be enough for it. The most important part of this data is, it is increasing at a tremendous speed. All these data are a part of Big Data, which if analyzed carefully with the help of various tools available in the market can be a strong base for successful marketing campaign. If you are an SME it is obvious you might not have ever utilized big data before or many among you even not heard about it. So let me explain you in a nutshell what Big Data is and how to utilize it for effective marketing.

 

What is a Big Data & How it is effective for Digital Marketers?

 

Big data is something which is generated with every human interaction with digital media. It is a term used to define data sets that are so large and complex in nature for which a traditional data analysis technique proves worthless. Process includes analysis, capture, data curation, search, sharing, storage, transfer, visualization, and querying. Traditionally marketing were done thru magazines advertising, bill board advertising, flyers and few other platforms and results were achieved. Since Digital Revolution users behavior and their purchasing habit has changed completely. LeEco with Flipkart flash sale was able to sale 70,000 Le 1s phones within just 2 seconds from start of flash sale. This is one of the best example that now we are in digital age. Nobody bother to read magazines and instead substantial number of users switched to online medium to consume digital content. As the end users has changed their medium to consume content so is now business has to change their marketing perspective. They need to target the platform their end users are in, then only it is possible to gain their confidence and business. To carefully frame marketing campaign or take policy decision such business are now in need of Big Data.

After Careful analysis of Big Data, marketers can get information as to where there targeted customers are spending time, which type of services they are looking for, how they consume content, what interest them the most to make purchases and answers to many similar questions which later on helps businesses or marketers to frame effective strategy.

 

Brands such as Macy’s, Tesco, American Express and Wal-Mart Stores utilizes big data, you can learn how they use big data over here

 

Sources of Big Data for Digital marketers

 

As we have learned the importance of big data to digital marketers and business, now let us see different sources of it. There can be number of source where digital interaction is going on, few new platform comes into existence every other day, whereas few old platform gets outdated. So let’s pick some of the platform which is widely used by Digital marketers

 

Web Mining

 

Web mining is the use of the data mining techniques to automatically discover and extract information from web documents and services. There are three general classes of information that can be discovered by web mining

1) Web activity

2) From server logs

3) Web browser activity tracking.

 

Nowadays almost all major online companies use this technique to collect useful information. Such as online marketing firm do web mining to gather information about online activity of their competitor & check ranking, search engines use for web indexing, eCommerce website use for competitor’s price scrapping, sales and data service provider use it for collecting leads.

 

Social Media

 

Social media plays a huge role in big data as each second, number of interactions are recorded in terms of likes, shares, reviews, comments. With each of such interactions either a brand, industry trends, outbreak etc. are connected. By analyzing all such interaction from Big Data one can learn user behavior for a brand or popping trend in near future, user’s likes and dis likes etc. Social Media strategy can be framed on basis of those data and it is obvious such strategy are always bound to be success.

Below is an example will prove the effectiveness of data available in social platforms. An infectious disease surveillance systems accurately tracks social media data to inform early warning system and outbreak response.

 

Flu near you app helps to detect flu near you
Image source: govtech.com

A Diseases detection app Flu Near you by utilizing big data from social media helps you to predicts outbreaks of the flu in real time.

 

Crowd Sourcing

 

Data compiled from community platform other than social media such as forum, community website, large surveys, polls etc. All these data are similarly stored in Big Data which later on, after detailed analysis are made available for use. To better understand the theory let me put a recent example of crowd-sourcing utilized by Mexico City Mapathon.

Example of crowd sourcing for big data
Image source: nextcity.org

 

Challenge: Mexico City has one of the largest bus route system in the world with almost 60% of entire resident travelling thru bus. Almost 14 million rides a day and nobody knows where exactly all buses go. In fact there was no official route map.

 

A group of collaborators achieved it by creating a citywide participatory mobile app game with the help of crowd-sourcing, cell phones and algorithms.

 

Transactional

 

Web is not only for social interaction and to perform search but enormous amount of transaction are nowadays done through online medium. All such transaction are collected and grouped to form a Big Data. Transactional data can be in various forms some of them are described below:

Logistical: when a product moves from one point of destination to an another point, such transaction falls under logistical transaction

 

 

transactional-data

 

Financial: Any transaction with financial motives such as online purchase, bill payment and inventory falls under financial transaction.

 

Operational: Various HR related transactions such as time tracking etc. are covered under operational transaction

 

Digital: page redirects, clicks, purchase, browsing actions, views and downloaded are a part of digital transaction

 

Careful analysis of these data helps business to learn the habit of online purchase of their targeted users. Many policy decision can be framed on basis of those vital information

 

Mobile

 

There is a huge surge in online usage of web with mobile compared to desktop. Now in year 2016 mobile web usage has crossed the desktop usage. With more than one billion smart phones vast amount of data is been generated through mobile platforms, all these becomes a part of Big data. If all these data are analyzed very carefully, businesses can get an interesting data about their customer base.

 

Conclusion: Brands are already using big data from very first stage to take policy decision and frame strategy. Now all SMEs’s should learn the benefits of big data and put it into practice to take maximum benefits from online medium.