Digital marketing continues to evolve at a rapid pace, and gone are the days when online marketing seems to be a hit-or-miss endeavor where quantity ruled over quality. Much like any field that becomes the norm, digital marketing’s continuous development can arguably be considered as a given – an inevitability. Just consider how much digital marketing has permeated various major industries and fields worldwide, and this becomes fairly obvious.

Data (or Big Data, to be exact) is certainly at the heart of digital marketing’s growth. So much so that it won’t be farfetched to say that it serves as its primary driver of improvement. Data plays the role of a compass, after all, giving digital marketers the information they need to steer their business towards the right path.

What Is Big Data in Marketing?

In order to realize the essential role of big data in marketing, it’s important to know what makes data in marketing terms different from how Big Data is normally perceived in the IT industry. To be succinct, it’s data that is more comprehensive. It’s not just about data from your website.

Rather, it includes that plus data that you gather from your campaigns (e.g. email and social media marketing, ads), as well as other essential elements like the number of downloads you have received, what generates leads and conversions, among others. The more data you gather and analyze from these various areas, the more insights you gain regarding consumer behavior.

Highlighting the Essential Role of Big Data in Dictating the Future of Digital Marketing

Personalization. That’s practically where all the value of big data in marketing hinges and what makes data-driven digital marketing such a powerful strategy to adopt. And that’s basically where the recent trends have been pointing to since recent years.

Digital marketing has been leaning towards targeting specific audiences for the purpose of acquiring new leads and clients. You can see this not only in how marketers conduct their Facebook Ad lead gen campaigns but in email marketing, influencer marketing, and content marketing. Why is this so?

Data-driven digital marketing focuses on the people, not the metrics.

This is crucial because it’s easy to get lost in the sheer volume of Big Data. Again, quality versus quantity comes into play in this. It’s an approach that is more concerned with understanding your audience rather than just gathering data and looking for a pattern from which you can formulate an (often half-baked) strategy.

Even if you have all the data in the world, but don’t know which ones to utilize and how to do it properly, you’ll only be left with more questions than over. Data-driven digital marketing realizes this so it focuses on engaging the right people, which often results in better customer retention thanks to the solid relationships you can build with them.

Data-driven marketing would be able to provide clear-cut answers to a few essential questions like:

  1. What types of emails and ads work best for lead generation?
  2. What keywords should you be targeting?
  3. How is your target audience responding to elements on your site?
  4. What is the customer’s intent once he lands on your site?
  5. What measures do you have to adopt to raise conversions?
  6. How can you optimize your content and the products and services you offer?

Data-driven marketing, in short, focuses on delivering customer satisfaction, which is essentially the main purpose of most businesses in the first place; at least, those who are well aware of the value of adopting a personalized approach to marketing. It narrows down your options for improving your marketing strategy without wasting too much time trying to find out what steps you need to take.

It can be scaled easily.

Another undeniable advantage of data-driven marketing is its scalability. The moment you start getting to know your audience on a personal level, the more opportunities for scalability it unlocks.

After all, it allows you to target and track visitors and prospective customers who share plenty of the same interests as your current audience. This is practically a game-changer in any form of marketing, considering how efficiently vital customer data can be gathered nowadays.

Furthermore, it blends seamlessly with the technology that will dominate the future. AI and deep learning pretty much work in complete synergy with Big Data because these are technologies concerned with personalization as well. Artificial intelligence, the more it becomes sophisticated, will only provide more boosts in accuracy and speed in acquiring and utilizing data. This pretty much sets data-driven marketing’s future in stone.

The Best Digital Marketing Agencies Use Data-Driven Approaches

Indeed, the shift towards a more data-oriented approach could not be more apparent than in the world’s leading digital marketing agencies. Chicago digital marketing agency, Mabbly, fully recognizes the vital role of data in marketing to the point that the digital marketing strategies they come up with are all pretty much data-driven. And the icing on the cake is that they have numerous clients and companies, which they have worked with in the past, that are more than willing to attest to the efficacy and power of data-driven digital marketing.

How Can You Start Adopting a Data-Driven Digital Marketing Approach for Your Business?

Be sure to choose a good digital marketing agency to work with.

Ultimately, it’s always better to rely on professional help when it comes to data-driven digital marketing since it entails technical expertise and experience in the subject. Otherwise, it’s easy to be overwhelmed in the data you acquire as we have mentioned before or you could just end up acquiring data that is of no real value for your business.

Be open to technology.

Data-driven strategies require going through and working with multiple channels all at once, and you can’t really make the most of it without relying on tech. Marketing automation is one such viable tool that you should be open to using. If the agency you are working with doesn’t use efficient automation tools, then it’s high time to look for one that does because it only defeats the purpose of data-driven marketing.

Continue building your relationship with your audience.

If you haven’t already started doing this, it’s high time for you to do so. If you have, then begin exerting your efforts in this area because this is at the heart of effective data-driven digital marketing. You will certainly realize its value once your marketing strategies continue to gain ground, and you have acquired a solid base of loyal customers.


What’s more important than the acquisition of data is the accurate and proper utilization of it. This rings true for any kind of data-driven digital marketing one conducts. With the help of the insights you gained here, we hope that you will no longer find it hard to decide whether you should choose this kind of marketing strategy over others. It’s just infinitely better and sets your business up for growth and continuous success.

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