Marketers everywhere are surrounded by the buzz about digital marketing. But is it just a cool, new trendy way to reach customers? Or is there more to this new set of tools and skills than meets the eye?
A new study from Adobe is shedding light on just how important it is for marketers to embrace digital marketing. According to the study, digital marketers achieve three times the conversion rates compared to traditional marketers. The largest factor of their success is their dedication to data-driven marketing.
“Leading companies prioritize optimization,” said Adobe executive director Michael Krypel in a recent article discussing the survey results. “They invest time, resources, and budget, giving the top 20 percent of companies a conversion rate 1.7X the average rate.”
So why is data-driven marketing so important? It allows marketers to personalize and enhance the customer experience. In a time when the customer experience can greatly influence a prospect’s purchasing decision, analytics may just be the tools that proves most valuable. Analytics derived from digital marketing give marketers detailed insights into how to engage and connect with their target audience. By gathering and studying analytics, marketers are able to better target their content. According to a Forrester study cited in Adobe’s report, marketers who target more than 20% of their website visitors achieved twice the average conversion rate, hitting five percent conversions.
Using analytics, digital marketers are able to use granular insights to enhance their content marketing strategies as well. Using tools like Google Analytics (GA), digital marketers can determine the top ways prospects are engaging with their content. For example, GA reveals to users what key terms customers are using to find content and which pieces of content are performing well and which are missing the mark. This insight enables marketers to spend their time crafting and promoting content that their target is clearly interested in consuming, rather than wasting time on content or topics that are irrelevant.
The Adobe study concludes by reminding marketers that “in this ever-evolving digital landscape that is far from slowing down, optimized personalization is key to keeping customers engaged and satisfied as they interact with your company and brand.” No longer are marketers forced to blindly expend dollars and effort without knowing if their efforts are paying off. Thanks to digital marketing and analytics, marketers are able to make calculated, informed decisions to optimize, customize, and give customers and prospects the personalized experience they are seeking.