How Social Data Leads to the Transition of Marketing Strategies
- BY Jaspreet Kaur
Feature Writer, BusinessEx
- May 17,2019
- 12 Mins Read
Today, social media has become a usual topic to confer about among the masses. The impact of social media on general masses is immense as it has drawn them away for mass media. Print media and television viewership—which are integral parts of mass media have been badly hit after the advent of social media.
Following the emergence of social media, the circulation of the print media drastically declined as social media become a convenient source of knowledge as well as amusement. Instant access to news and other information, reduction in paper-waste and money, and rendering communication at cheap rates are some of the positive aspects of social media which, in turn, lead a big switch to social media platforms.
How a Mass Switch to Social Media Impacted Marketers
Marketing has always been a core element to shore up any business. By people’s ongoing shift to social media, marketers are greatly impacted and hence, have changed the model of marketing strategies. At the time when mass media was on peak, marketers employed generalized marketing strategies for all groups of people.
By using a common marketing strategy for all, excepted results can’t be achieved as all customers were being pitched via the same plans. Essentially, understanding the diverse needs of people was difficult earlier but with the emergence of social media, this problem has resolved. Now, marketers can easily have access to social data which facilitates in apprehending customer requirements better.
Further, social data gives rise to personalized marketing strategies which help target different types of customers better. The new strategy is more effective than the previous one and assists in generating more successful leads.
How Personalized Marketing Strategy is Better Than Conventional Marketing Strategy
In the conventional marketing plan, a marketer targets the entire audience by the same approach and henceforth, witnesses lowered conversion rates. In essence, the same approach or message can’t allure a diverse population. For targeting a diverse group, the marketing plans should also be diverse in nature, thus, creating different plans for a distinct group.
Other things which make conventional strategy difficult to implement are high cost and large resources required for deployment. Whilst personalized marketing strategy targets the users by employing social media enabled marketing techniques. These techniques facilitate aiming for a wide audience at the same time by using different strategies made for different groups. By studying the social data, the marketers can apprehend consumer behavioural patterns, preferences and needs and accordingly, change email letters as well as other additional marketing tools. In this way, less effort is being made and better outcomes are achieved.
Follow These Three Steps of Personalized Marketing
Seeing the huge potential of personalized marketing, it is essential to understand the entire process as to how personalized marketing is being executed. To know this process, learn the step by step process of personalized marketing.
- Accumulating the Data
When the netizens login into a particular website, they permit the website to use their personal data. By doing so, the companies collect the data which are relevant to their study. This data can be done employed by the marketers to understand consumer trends and consequently, create a marketing strategy for the particular section of the mass that they are targeting.
- Segmenting the Data
Mainly, the accumulated data is raw and can’t be deployed directly. For making it usable, data is filtered and then, important data is churned out. This data later helps create customer-specific marketing strategies.
- Converting the Data
Once data is segmented, then the next step involves transferring it to different platforms wherein it can be employed to aim customers. The segmented data is employed by various marketing platforms such as customer relationship management (CRM), email marketing and advertising networks.
The aforementioned steps should be followed to implement personalized marketing strategy.
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