What Does “Big Data” Really Mean for Marketers?

Big data is a term we’ve come to see in news articles and blogs on a regular basis. So regular in fact, many marketers have come to view big data as this big scary monolith outside of their pay grade.

But that’s not really the case. Big data isn’t just a flashy buzzword or omen of the robot apocalypse; it’s what you, the marketer, makes of it.

What is Big Data?

Fundamentally, big data isn’t a new concept. At its core, it’s the manipulation of data to extract meaningful insights that can aid in decision-making. The “big data” term we hear today refers to the rapidly increasing influx of available data that comes from the Internet. It goes beyond search keyword phrases and browsing history. Now, we have social media, mobile conversations and web exchanges where consumers provide offline information in exchange for coupons or loyalty points. We have a lot of data.

Really, we could define big data as the manipulation and use of all the data we can get our hands on.

What Does it Mean for Marketers?

It means there has not been a better time to be a marketer. With big data, we’re in a place where we can deliver the kind of individualized brand experiences that customers have come to demand.

If you’re still using a mass-marketing approach and not leveraging the data at your fingertips, you are using outdated techniques that will alienate your subscribers. Instead, consider the following:

• Segment, Segment, Segment: The more you can break down your list of subscribers into groups by demographics, lifestyle, area of interest and degree of engagement, the better you can craft really relevant messages based on these factors-and the greater success you’ll achieve.
• Personalize and Customize: Capture subscribers’ names, interests and email/website engagement to personalize future emails and create a unique, customized experience. With customer insight, you can address your subscribers by name, reference their last interaction with your site and make sure your messages speak directly to their specific areas of interest.
• Strike While the Iron is Hot: The sophisticated marketing software available today lets marketers send behavior-triggered messages in real time while a prospect is engaging with a brand. Don’t wait until your prospects are walking away.

None of these smart marketing techniques would be possible without big data. Check out our eBook “Using Customer Data for Email Marketing Success” to learn more about how data can power the most successful email marketing campaigns.