The Evolution of Digital Marketing: Data Driven Marketing
The year 2021 stands out when it comes to digital marketing growth. 20 billion was invested in advertising in Brazil alone. And 33.5% was invested in digital media, and if we compare it to 2020, which had 26.7%, we can see this evolution in practice.
The more demanding consumer and how marketing adapted to it
Marketing has always been present in our daily lives. And, over the years, we've noticed that consumers have become more demanding, a point that directly impacts digital marketing, since the strategies to reach people need to be rethought and improved.
The Evolution of Digital Marketing
The year 2003 marks the “start” of digital marketing, beginning with mass SMS and email sending. It all started in the US, but soon spread to other countries, including ours. By 2007, marketing's focus had shifted toward personalization, especially with the rise of digital channels, followed by social media and mobile.
By 2010, the approach was different again—the goal became mapping the user journey in a unified way, focusing on predictive analysis, that is, more data-driven. And, since marketing never stops, it became clear that it would be interesting to strengthen the relationship with consumers, starting from interactions that offered them a good experience, which we call “omnichannel.”
Data orientation combined with the power of artificial intelligence, in 2016, enabled real-time engagement, with our now-common app notifications and chatbots. All of this made marketing faster and more interactive, improved cause-and-effect relationships, more precise ROI (Return on Investment), better lead utilization in campaigns, and more satisfied and happy consumers.
Evolution as a means to new resources: understand what Data Driven Marketing is
And, with all this evolution, Data Driven Marketing emerged. Let us explain: DDM, or data-driven marketing, is a process that helps marketing professionals gain insights and identify trends regarding consumers, based on their behavior: what they buy, how they browse the internet, and how they're affected by ads.
Furthermore, this process has the surprising power to reach the right user, at the right time, with the right message, and motivate them to take the appropriate action.
And that's not all—DDM allows managers to better attribute cause and effect to the results of advertising campaigns.
There's more—we've listed some benefits and challenges of DDM:
Benefits
• Personalization (better campaigns and CX)
• Clarity (more and better data and understanding about customers)
• Customer experience
• Multichannel experience (facilitated by channel data integration)
• Integration with sales and IT (collaboration)
• Product development (better understanding the customer and their needs)
• Easier A/B testing
Challenges
• Team (data-driven mindset and skills, training in the use of platforms and tools, connection with data scientists and engineers, etc.)
• Commitment (from all Marketing staff at every level)
• Integration (high-quality integrated data)
• Data availability (it's worth noting that data isn't always easily accessible, especially in B2B)
• Suitable tools and platforms
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