As an Account Manager working in an Ecommerce email marketing agency I understand the importance of the current digital era and how tailoring your product or service to get to the right people at the right time is key. When in 2020 The Fintech Times attributed that data is the world’s most valuable commodity it all made sense in terms of granting business insights into consumer habits. The purpose of this article is to inform about the importance of the data element, trends and examples of data driven to apply in your e-commerce business.
What is data-driven marketing?
It’s the process of making decisions about marketing strategies based on facts, data insights and statistical evidence rather than guessing or hoping things to work out. Ecommerce data, more specifically, refers to customer behavior and feedback, marketing performance, sales trends and product insights. When this type of data is collected, processed and analyzed by each business it can help marketers to predict future trends, adapt to customer expectations, tailor the shopping experience, improve sales and marketing performance, increase ROI, and do a more effective marketing overall.
Data-driven Trends for 2022
- Channels efforts and budgeting
Day by day we can see more social media platforms arise, the advancement of the digital tools are growing and now it’s not only Facebook and Twitter, new forms of finding customers like TikTok are taking the scene. As a business you don’t want to spread your marketing efforts measureless, and here is where the power of data-driven comes in. By running data analysis you’ll be able to where these new users are coming from exactly, in order to identify which channel is paying off most of the marketing efforts. Also, by using this information, you can then reallocate the marketing budget based on this analysis, gaining more customers without spending more, but gaining more conversions.
- User Segmentation
It;s already proven the importance of segmentation when it comes to marketing, while some of your audience may love a campaign, others may find it uninteresting, Not all customers are the same and advertising to your audience as a whole is a losing battle. With the help of data to categorize your users you can use behavioral targeting to specially create and launch campaigns for certain segments, this will only translate in a higher chance that the group will enjoy the campaign and feel it personally tailored and this allows you to boost engagement and secure more conversions.
- Personalization is Key
Email marketing is one, if not the most assertive way to boost engagement rates by personalizing emails for the user to receive and see content that directly corresponds to them. For example, by sending through a small discount specifically for a product that a user added to cart but never checked out, you’ll be able to entice that user back to your site.
When it comes to examples on how to use data-driven marketing we can talk about pop-ups to trigger based on the users habits. You can enable them for different pages and using different structures, triggering the visitors based on the pages viewed and the time spent on a page. This can also be applied to website optimization and email automation to then customize the goals of each campaign, using data-driven marketing in e-commerce to focus on particular segments such as discount buyers, loyal customers, or trendy buyers to deliver a personalized email that will increase CR. If you want to expand more on how to use this type of data check here the 4 types of data that will power up your email marketing strategy.
The way you do e-commerce will be significantly transformed by using data-driven marketing, from gaining deeper insight about your audience to customizing your marketing strategies across personalization and tailored user segments. These trends will open the door to personalized digital marketing.