5 Data-Driven Marketing Trends that will Dominate in 2019

By Kirsten Oelrich 3 min read

As customers engage with brands in new ways across channels and devices, businesses have access to the minutest of details about their customers. Modern marketers have the unique opportunity to use these massive volumes of customer data to drive their campaigns at every point of engagement. A solid data strategy is imperative to drive higher success in engagement and conversions. Here are 5 data-driven marketing trends for marketers in 2019:

1. Data-driven personalization

More and more brands are using data to understand their customers and create personalized experiences. A successful personalization strategy begins with understanding the audience demographics and creating experiences based on customer profiles. For instance, if your typical customer belongs to the 25-35 age bracket, it would be more effective to use a homepage image that appeals to a younger audience. Ensure that you put your highest-selling products or services on the front and center of your home page, making them easy to find. You can also use data-driven marketing tools with pre-existing data to gain valuable insights on your customers. By using the right tools, you can create personalized homepages in a short amount of time. Additionally, you can conduct A/B testing on different versions of the homepage experience to tally which receives more consumer engagement.

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2. Omnichannel marketing

Customer behavior is constantly evolving, and today’s hyperconnected audiences engage with brands across devices and channels. For brands, it is more important than ever to have an effective omnichannel strategy and reach the same audience across multiple channels seamlessly. To be successful in orchestrating and delivering omnichannel experiences, brands must effectively combine online web presence with physical/ brick and mortar stores. This requires brands to use offline CRM customer data to strengthen and enhance existing engagement and create brand awareness across all online stores and social media channels.

3. Data onboarding

Another popular digital marketing strategy to hit the market is data onboarding. It involves transferring offline data to an online environment for marketing purposes. It connects offline records of customers to the same online users by matching their personal information. Omnichannel marketing, identity resolution, and data onboarding are all linked together, and work simultaneously to help marketers reach the audience with personalized messages through various devices.

4. Identity resolution

Customer engagement across channels is usually disjointed and you must connect various data points to understand their identity irrespective of the channels or devices. Identity resolution aids in understanding and deciphering customer engagement through omnichannel tracking and measurement, precise targeting, and personalization. It helps in understanding audiences, their levels of interest, and their apps. By using the right identity resolution tools, you can get a holistic view on the customer profile with detailed information such as what your customers like, what engages them, and much more. This enables marketers to reach customers across channels – online as well as offline. For instance, you can reach a customer on social media sites through their personal email as well as their business email.

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5. Artificial intelligence and machine learning

Artificial intelligence and machine learning capabilities are enabling brands to achieve higher efficiency with predictive analytics, prescriptive analytics, and fraud prevention. While predictive analytics gives marketers accurate insights on their campaigns, prescriptive analytics offers guidance to marketers so they can optimize efforts and save resources. Machine learning and AI are enabling marketers to predict anomalies and prevent them from occurring. Marketers are also using artificial intelligence to interact with customers more efficiently by giving prompt responses, and provide features such as autocorrect, autocomplete, and much more.

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Kirsten Oelrich

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Kirsten Oelrich