big data - how marketing has revolutionised - by sean singleton
DESCRIPTION
Through BIG DATA, Marketeers can now blend human psychology and understanding with behavioural insights to create communication messages and platforms that do not only resonate with the consumer but find them where and when the information is most needed. At Digital Annexe, we believe BIG DATA is going to completely revolutionize the marketing industry forever in 5 key ways.TRANSCRIPT
5 WAYS BIG DATA WILL REVOLUTIONISE MARKETING
74% of the UK population
will be constantly connected to the internet
BY THE ENDOF 2014
WE WILL HAVE DEVICES ASSISTING US WITH WHATEVER WE NEED, WHATEVER WE DO AND WHEREVER WE GO
ALL OF THE TOUCH POINTS WE USE LEAVE A TRAIL OF DATA THAT IS PICKED UP BY MARKETING, DIGITAL AND RESEARCH AGENCIES
NOW CONSUMERS ARE EITHER ASLEEP OR AWAKE
REAL, ACTIONABLE, DATA COLLECTED ACROSS THE GLOBE
= BIG DATA
Through BIG DATA, Marketers can now communicate messages that not only resonate with consumers, but find them where and when the information is most needed
AT DIGITAL ANNEXE WE BELIEVE BIG DATA IS GOING TO REVOLUTIONISE THE MARKETING INDUSTRY
IN 5 KEY WAYS
1 REAL CONSUMER UNDERSTANDING
Big data provides massive insights into consumer behaviour, this information translates into unique personas
and better understanding of the aspirational audience of any brand
Digital has changed the way digital marketing agencies work in a number of ways:
2 REAL TIME ANALYSIS
• Real time monitoring of consumer actions and reactions• Agile testing of ideas, platforms and functionalities• Real time optimisation of activities
PAST
3 MARKETING WILL FOCUS ON HARD METRICS
PRESENT
In the past, brand trackers were used to measure brand activities and
performances
We can provide clients with factual qualitative and quantitative insights that can measure the effectiveness of any kind of marketing activities
from brand to conversions
Through the analysis of old consumer patterns we can now forecast consumer behaviours and deploy marketing activities that adapt to market conditions
4 PREDICTIVE ANALYTICS
42% 58%
5 GEEKS WILL INHERIT THE EARTH
The future is neither left nor right brained. In digital marketing you will have to have a high level of numeracy, creativity, and
consumer understanding to reach your mobile and always connected consumers
OUR APPROACH?
CREATIVITY | ANALYTICS | INNOVATION
Sean Singleton is the Managing Director of Digital Annexe@DigitalAnnexe | +44 (0)845 456 6042 | [email protected]
This is an abridged version of a blog post published on The Marketing Society http://bit.ly/DA5WaysBigData
digitalannexe.co.uk