We have finally and undeniably entered the ‘Always On’ digital age. In UK, we have the highest broadband penetration in the world, and by the end of 2014 around 74% of the population will be constantly connected to the internet through at least one device.
We used to talk about consumers who were online and those who were offline. Now consumers are either asleep or awake. If they are awake, you are probably online most of your waking day.
Now with the diffusion of wearable technologies and the Internet of things we will have a number of devices assisting us; wherever we go, whatever we need and whatever we do.
All of the machines, software and platforms we use every day leave a trail that is picked up by marketing, digital and research agencies. It is all real, actionable data on who people are, how they behave, what they search, where they go and how they talk about brands. This data, collected, across the globe, at an incredible speed, is what people call BIG DATA and it has completely changed the marketing industry.
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:
1. Real consumer understanding
Big data provides an incredible amount of behavioural information. By blending this information with consumer, psychological understanding it is now possible to develop uniquely insightful personas to represent and better understand the aspirational audiences of any brand.
2. Real time analysis
Digital has completely innovated the way digital marketing agencies work in a number of ways: One of these is the speed at which we can now test ideas, platforms and functionalities. Through social media as well as a number of digital monitoring tools, agencies can now monitor consumer reactions in real time and optimize their activities accordingly.
3. Marketing will focus on hard metrics
In the past, brand trackers were used to measure brand activities and performances. Nowadays, through digital 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.
4. Predictive Analytics
One of the main traits of intelligence is the capability to predict the outcome of an event. Predictive analytics makes marketing even more efficient. Though the analysis of old consumer patterns we can now forecasts consumer behaviours, depending on a number of variables, and deploy marketing activities that leverage on ever changing market conditions.
5. Geeks will inherit the earth
The future is neither for left brained nor for right brained people. In digital marketing, you will have to have both high level of numeracy and top-notch creativity and consumer understanding to reach your digital, ever moving, always connected consumers.
So get ready, Big Data is about to change marketing... Big Time!
Sean Singleton is the managing director of Digital Annexe. @DigitalAnnexe Read more from him in our Clubhouse.
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By Sean Singleton
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B2B
Customer
Digital
Growth Drivers
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Sean Singleton
Digital Annexe
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consumer behaviour
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5 ways big data will revolutionise marketing | Marketing Society Gym 2014
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Big data will revolutionise
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Development Training
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