In today’s competitive social media marketing market, brands are seeking more ways to get closer to their audience.
Businesses want to understand their communities' interests, habits, and behaviors to deliver tailored experiences that convert followers into customers.
To be able to achieve it, companies often turn to big data social media marketing.
Big data social media marketing became a hotly discussed topic in various industries, with marketers leading the way, and experts estimating that the volume of big data in the world will reach 44 trillion gigabytes by 2020.
That’s an enormous amount of information that marketers can use to skyrocket the performance of their social media campaigns and get critical insights into their audience’s preferences. Because of its potential, the use of big data social media marketing is predicted to increase this year.
Users' social media activity is a source of valuable information. By analyzing the content people post or interact with as well as their demographics, interests, and behaviors, marketers are able to draw actionable conclusions that help steer their strategies in the right direction.
All this is deep data analytics, and it’s only going to increase in importance as we move into 2019.
Now marketers can plan their future marketing campaigns based on deep audience insights, and understand how to approach potential customers in a far more nuanced way. It’s hard to overstate the potential of data analytics for marketing so, of course, data analysis is becoming a top priority for many companies.
Social Media Strategies and Big Data
Data analysis helps ensure strategies are aligned with objectives and boost all-important ROI. According to research, social media marketing can bring you more than $2.00 of revenue for each dollar invested. Thanks to data analysis, you can estimate potential future revenue from each of your unique demographic groupings - and that’s a powerful thing.
It’s possible to monitor engagement and quickly determine if your campaign is burning out with your current strategy, and fix it fast. Companies can structure and analyze social media data, getting those crucial audience insights, and plan essential tactics in advance. They can sharpen targeting and create bespoke content that resonates deeply with the audience, gaining the engagement and ROI boost they’re looking for.
Big Data for Social Media Marketing - Across-The-Board Advantages
Big data social media marketing helps you understand how your audience feels about your brand, which users are worth communicating with, which content converts audiences, which platform to target audiences on and at which times.
With an overview of demographics, creating strategy becomes easier and more precise, as does planning campaigns in advance, and meeting audience expectations.
Thanks to big data, you can analyze positive and negative product feedback and use it to improve the entire product experience.
Tailored Communication and Advertising
Personalization is one of the biggest advantages of data analysis. Use big data to approach your customers in the right way, taking into account their preferences. Tailored communication with the targeted audience is going to become more crucial than ever as customer experience and community management increase in importance. In fact, many companies are already leveraging fully personalized marketing strategies.
Effective Social Media Campaign Evaluation
Big data provides ultra-actionable insights and increases the effectiveness of campaigns before, during and after. Data analysis is no longer about stand-alone key metrics, it’s about drilling deeper into how data works as an eco-system, the relationships between different sets of audience data and the effect they have on one another.
Using Big Data to Improve Campaigns Performance
Analyze audiences and create marketing personas to better tailor and target content. Understand the needs and preferences of your audience better than ever by combining data from various sources (web, social, mobile). Improve your content, make it highly personal and targeted.
Many marketing campaigns fail because of irrelevant or poorly targeted content, and data analysis can eliminate this problem.
Using proper analysis tools, you can personalize not only ads but also landing pages, offers, and emails campaigns. When you have so much audience data in advance, campaign launches become faster, smoother, and bring vastly improved results.
Big data provides a crucial competitive advantage. Both well-established companies and new players realize the potential of big data social media tools for benchmarking their performance against direct competition and the market.
These insights are critical to understanding how effective a social media marketing strategy really is.
After all, you might think your content gets lots of interactions - but what if your rivals' posts receive 2x more engagement? Getting this type of information is impossible without competitive analysis tools, like the one from Socialbakers that enables you to compare your performance against your main rivals and industry.
Sentiment analysis is a very effective method of social media analysis, also known as opinion mining - and sentiment analysis tools allow you to gather data on opinions and perceptions of your service or product, taking into account emotions and attitudes around brands.
More Data-Related Trends in Social Media Marketing
Brands can analyze influencers' performance metrics and immediately exclude fake influencers with fraudulent data and artificially inflated follower numbers. This is essential to marrying the brand together with a best-fit influencer - one that will really expand reach, engagement, and boost conversions.
Search Engine Marketing
Search engine optimization is a popular marketing technique that largely depends on big data.
In search engine marketing, data is initially used to identify keywords. Marketers can access overviews of highly searched keywords using tools like SEMRush, and select the most relevant ones to include in their content.
Websites and blogs that are properly optimized for keywords (and that meet a number of other SEO requirements, such as having the right amount of backlinks) have a higher chance of ranking well in search engines and winning more clicks.
After a page has been optimized, marketers turn to big data again to track website traffic and conversions. By doing this, they're able to spot bigger trends, and refine their websites to drive even better results.
It allows marketers to better understand their online communities, to target the right audience demographics, to predict users’ behavior, and to quickly react to any issues.
Big data improves strategy, decision-making, provides product insights, and facilitates the creation of perfectly personalized campaigns. That is why using big data social media marketing is bound to become a new norm. Don’t get left behind!
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