How do you expect your organization’s content marketing budget to change in the next year? More than half of all B2B marketers, nearly 55%, say they plan to increase their content marketing budget. With an eye on the buyer and marketing budgets poised to grow, analytic tools will serve as an instrumental resource for effectively connecting with consumers.
Debriefing The Value of Analytics
Big data is a collection of data from digital and traditional sources inside and outside of a company that consumers engage with. Understanding what’s behind the data will give meaningful insights on your consumers. Never before has such large quantities of data been so easily accessible to companies. Consider how businesses collected consumer data 20 years ago – point of sale transaction data, responses to direct mail campaigns, coupon redemption, etc. Now think about how consumer data is collected in today’s market – online purchase data, click-through rates, browsing behavior, social media interactions, mobile device usage, geolocation data, etc. When collected and analyzed properly, big data can prove to be your most powerful tool.
From Data to Content to Successful Event Marketing
With insights about your customers gained from big data, tailoring a relevant marketing strategy becomes smoother. In a global survey from Teradata, 90% of marketers say individualized marketing is the future. What’s trending now, and has proven effective, is a streamlined customer experience. Individualized, data-driven marketing strategies can propel an event’s success. Here’s how:
Event hosting provides an optimal platform for networking and raising awareness about a product, service or brand. Pair this platform with content that speaks directly to your audience members, and the event’s success – whether it’s participation rates, name recognition or sales – will increase—by as much as 43% in performance compared to a 34% decrease for companies that overlooked the customer experience.
Top Performing Analytical Tools
Analytical tools can help you amass and analyze data, as well as allocate relevant insights for decision making for your business. But which tools provide the greatest impact? IBM’s Predictive Customer Intelligence software personalizes the customer experience by making recommendations that are meaningful to each unique customer based on his/her buying behavior, web activity, social media presence and more. SAS offers an Adaptive Customer Experience solution, which targets customer interactions in real time leading to more relevant, personalized communications.
Tools such as these can help bridge the gap between what an organization promises and what the consumer actually experiences and shares. The advantage of automation is that it builds impactful models from customer data, and – in a split second – refines it with contextual data you are gathering in real time. With this information you can create cross-channel campaigns with all the insights you’ve gained about customers translated into recognizable personas.
Consider capitalizing on analytical tools with some of your expanded (or existing) marketing this year. The more you know about your audience members, the more you can create content, imagery and call-to-actions that spur recognition and participation. Analyzing big data provides the means to plan events that are more personalized, foster customer relationships and increase your ROI on events ten fold, leading to a far more memorable experience.
Ready to start planning your event? Speak with one of our Event Coordinators today.