You can buy the latest iPhone on your iPhone. 

Groceries are added to virtual carts instead of regular shopping baskets. 

Potential home buyers look for their future residences on their screens first. 

Medicine, toys, clothes, and movie tickets can all be bought with one lift of a finger. 

While reviews, likes, shares and retweets can make or break a business.

It’s happening at a rapid speed. The world is fast turning digital. If you are looking for your customers, you’ll find a large number of them online. 

For many digital marketing professionals, big data is the gift that keeps on giving. You get statistics, trends and percentages you need to convert hardcore numbers into illuminating insights. The use of data analytics in digital marketing has grown considerably in the past years. When combined, digital marketing and data analytics form a powerful synergy that allows businesses to reach existing and new consumers more intimately and effectively. Big data offers digital marketers a preview into the lives of their customers. They get valuable information on consumer behaviour, shopping mindsets, browsing patterns and preferences. This, in turn, helps you customise your digital marketing campaign so you can reach your target audience and speak their online language. 

The Many Benefits Of Using Digital Marketing And Data Analytics 

As you may have noticed, the principles of digital marketing are vastly dissimilar to traditional advertising methods. Traditional marketing still has its merits, of course. They are a very efficient means to get your brand noticed by a large population in a short time. But are they as effective as digital campaigns? Sadly, no.

Digital marketing is far more nuanced and precise. It takes a lot of data analysis, market research and business intelligence to create a marketing strategy. You first find out where your customers are. Then you reach out to them in a manner that most appeals to them. You create content, build relationships and organically grow your brand. Big data makes all of this possible. The addition of analytics in digital marketing makes it an unstoppable force. On one hand, you get customer-centric facts, figures and statistics on your side. On the other, you get valuable and insightful nuggets of consumer behaviour. Merge these two together, and you have got a bullseye on your target. 

Here are some of the advantages of using data analytics in digital marketing:

  • Helps you make data-backed decisions to help improve your brand 
  • You can get to know your customers’ mindsets better. 
  • Data analytics helps to avoid making mistakes and can even predict future challenges.
  • You can determine which digital channels are best suited to promote your business. 
  • Optimise and customise your marketing strategies. 
  • Helps you budget your resources better. 
  • Can be less expensive than traditional marketing 

Read – Why Every Professional Should Have Data Analytics Skills

How Digital Marketing And Data Analytics Work Together 

So what makes this dynamic duo create such an impressive impact? Data analytics offers the tools and techniques to enhance your digital marketing campaign. People respond well to personalised content. They appreciate innovative ideas and customised advertising that doesn’t sound like a brand promotion. Accurately targeted campaigns can have a tremendous impact. They can increase the number of followers on social media, improve brand recall and boost sales. 

Here are some of the ways data analytics in digital marketing can help a business:

  1. You can make intelligent data-driven decisions

How well do you know your market? 

How can you create a space for your brand in a clutter-filled arena? 

How does the customer relate to your product?

Through the use of data analytics in digital marketing, you get a clearer picture of what you’re dealing with. Raw data gives you the facts and figures, and analytics in digital marketing decodes the information to give you meaningful insights and proper direction for your marketing campaign. Traditional advertisers didn’t have this level of research. They went in blind and hoped for the best. Digital marketers have the unique advantage of knowledge. They know who to target, when to run the campaign, where to be seen and how to go about it. All thanks to data analytics. 

  1. Helps you understand your customer better

When you employ analytics in digital marketing, you get to understand the mind of the consumer better. Who is your customer? What does he like? How does he spend his time online? You have the data that answers all of these questions. You learn how to reach this person, make a connection and hold his attention long enough to build a relationship with your product. Digital marketing and data analytics make it easier to personalise communication to make a serious impact. 

  1. Pick the right channels for communication 

Chances are you would choose more than one mode of social media or online platform to connect with your target audience. But which ones? Data analytics in digital marketing can help you determine which channels will be most effective for your campaign. You can find out which apps and sites your customers tend to frequent more. 

  1. Improve customer satisfaction

Today, consumer expectations are going through the roof. They expect companies to offer immediate assistance when required. They don’t have the patience to wait for answers. If they are unable with your service, it won’t take them long to take their business elsewhere. Data analytics in digital marketing can help you take better care of your customers. You can now use artificial intelligence and chatbots to connect with customers in real-time. 

Do you know, IMS Proschool teaches all these in their PG Digital Marketing Course.

  1. Customised analytical tools 

Data analytics helps you to process raw data to create insights that lead to a plan of action. It can segregate your consumers based on their preferences, background, demographic location and gender. It performs a deep analysis of social media platforms, emails and other online content. How? Tools such as RapidMiner and KNIME tie up with databases such as MySQL and work with programming languages such as Python and R. They carry out specific operations such as predictive analysis, social media analysis, network mining and content tagging. Analytics in digital marketing helps you get the customised data you need to kick-start your marketing campaign. 

  1. The Call Analytics tool

Here is another way you can benefit from data analytics in digital marketing.

Call analytics is a specialised tool to monitor all the calls received through your business website. You can trace the exact keyword or online ad that directed them to your site. You can also assess the calls to analyse the customer’s requirements. This will help you create an appropriate message that targets these customers. It will also help you to convert these calls into sales. 

  1. Predictive Analytics 

Predictive analytics in digital marketing is one of the hottest data tools in the business today. It studies the finer details of data, enabling you to understand trends and patterns in the market and use this information to make predictions for the future. It is also a great way to measure the impact of an online campaign and make tweaks to optimise its efficiency. 

  1. Data Visualisation

When you use data visualisation in your marketing campaign, you can accurately measure the success and pitfalls. You can monitor the key performance indicators in real time and make the necessary alterations to increase the campaign’s potency. It’s another benefit of using digital marketing and data analytics together. 

  1. Sentiment Analysis

If you thought data analytics only offers hardcore facts and figures, think again. One of the main reasons to use data analytics in digital marketing is the sentiment analysis tool. It uses different methods such as machine learning, text analysis and computational linguistics to analyse the emotional tone of messages and comments posted across social media platforms. It tells you if your campaign made an emotional connection with the target audience. 

IMS Proschool’s Professional Courses In Digital Marketing & Data Analytics

The best way to get a head start in this competitive industry is to get certified with a leading institution. IMS Proschool offers well-designed, reputed programs in digital marketing and data analytics that help students master core concepts and technical skills. The training also includes learning about the latest technological developments as well as digital platforms. The courses are taught by renowned industry experts who use active learning methods to enhance the student experience.

About the course:

  • Both data analytics & digital marketing courses are AICTE-approved PG courses and certified by AIMA. 
  • Students learn about essential subjects such as business statistics, SEM, SEO, business statistics, marketing management, data analysis in Excel & much more.
  • Proschool offers classroom-based sessions as well as online classes. 
  • Proschool also has a very successful placement program that helps students to secure jobs with leading companies.

In Conclusion

There is no denying that data analytics in digital marketing can help to boost your campaign’s performance online. There is a whole range of tools and techniques at your disposal to help you achieve measurable success. Gone are the days when impersonal ads were sent out to an entire population. Today’s consumers are won over by carefully planned and personalised campaigns that directly speak to them. If you are aspiring to be a digital marketer, a digital marketing and data analytics certification together can considerably benefit your career.