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Data visualization

Data visualization

Data visualization tools create graphic representations of business data to make information understandable and meaningful. By doing so, they can bring insight to your marketing strategies and shed light on trends, patterns, and possible changes that affect your business. These insights change with growing technology. The modern visualization tools make viewing data simpler, more accessible, and easier to apply to your marketing strategy.

These tools essentially allow you to look at data from a bird’s eye view. The wider scope means more accurate results. So instead of taking a small sample of data and applying it to your larger consumer audience, you can rake through your entire customer database for more precise results.

Data visualization also gives you the freedom to uncover trends within highly specified categories in your customer database. You can analyze customer data based on purchase history, demographic, or response rates to campaigns and use it as you fine-tune future strategies. The tools even give you the ability to study correlations between specific services or products so you can personalize future offers to your customers.

One of the primary reasons data visualization is important is that it helps to draw meaningful conclusions from the data and make the most of the numbers. By doing so, it can reveal patterns and trends and give hints into upcoming opportunities to interact with your consumer audience. This is especially significant because it not only gives you a direction in which you can move forward; it also gives insight into previous campaigns. Getting a more granular knowledge of your strategy can show you where you’re wasting money and where to focus your spending in the future.

Data visualization tools do all of this while cutting down on time and resources. There’s no longer a need to hire a specialized IT worker to sift through the numbers. Even marketers with a very basic knowledge of analytics can easily navigate and react to the system.

As technology rapidly advances, data visualization allows for more complex analytics at an almost instantaneous rate. Quite literally, it allows you to do more with less by giving you a more comprehensive analysis of your data with fewer resources.

Using market segmentation

Using market segmentation

The internet creates useful technologies for personalizing your marketing content. This is market segmentation. The medium allows you to address your audience by name, give them specific recommendations based on their interests, or send them discounts that they’re more likely to respond to. These technologies allow you to utilize market segmentation and develop strategies to personalize content like no other medium can do.

What is market segmentation?

Market segmentation is a form of targeted marketing that allows you to personalize your marketing campaigns to the taste of the individual client. It uses information about your consumer audience—such as demographic or psychographic—to personalize your marketing strategy. It also allows you to automate this campaign strategy instead of analyzing every client profile individually. You might want to send different email campaigns to clients of different ages, or varying advertisements to clients in different locations. In short, consumers get specified advertisements, and your business wastes less time targeting the wrong audience.

Why use market segmentation?

In addition to leading to an average 19% increase in sales, a personalized web experience allows you to develop strong relationships and client loyalty. Do you know that appreciation you feel when your barista knows your drink before you order? That works for marketing too. Users are constantly bombarded with advertisements. Personalizing your campaign to the individual develops a unique and valuable human connection.

Four points for market segmentation:

  • Determine what your most valuable clients have in common. Age? Zip code? Education? This can give you hints about what they value and what they will respond to. It also gives you insight into what consumers you should be targeting to bring in new clients.
  • Use dynamic content—HTML content that changes based on the viewer. Dynamic content might recognize them by name or change the content of a form based on their occupation. In short, it makes the client feel recognized and valuable.
  • Collect data before you collect an email. Doggyloot, a retail company that sells products for canines, asks subscribers how big their dog is before they sign up for emails. The idea is that products for big dogs are only sent to customers with big dogs. The result? Their click-through rate for these personalized email campaigns is 410% above average.
  • Utilize social media. While automation can be great for setting up campaigns, it can also be frustrating for clients when used too much. Social media allows you to create real person-to-person interaction. The consumer feels cared for when they’re not forced to talk to a robot to get their question answered. Plus, talking with your customers helps you know what they need and personalize the marketing campaigns you send them.

Ultimately, market segmentation works for the benefit of the consumer and the business. The consumer is only getting advertisements that they’re interested in and the business is getting the most from their marketing campaign. Although working to target demographics can take a little more work, it ensures that your marketing strategies are worth the work you’re putting in and will bring the best results.

Live streaming video

Live streaming video

Live stream video is the superpower of the video marketing world. It offers the potential of a memorable marketing video while multiplying engagement with its interactive nature. Viewers can respond to the video in real-time, creating a conversation between customer and company. Unlike other forms of media that are strategized, planned, and produced, live stream video has a natural feel that allows customers to see a company in an organic environment.

Why use live stream video?

Live video ultimately creates the illusion of a face-to-face interaction. You may not have time to sit down individually with each of your customers, but through live video, you can make them feel as though you have. It embraces conversation and develops a dialogue between a company and its customers. Unlike the thousands of other advertisements that consumers are exposed to daily, live streaming doesn’t leave room for edits, coverups, or patches. The format provides transparency — a characteristic that continues to hold more power with each year.

How to get started with live streaming video:

  • Ditch the script. Micro-organizing everything can make your video appear stiff and rehearsed. Take advantage of the organic nature of live video by finding the healthy balance between preparation and improvisation.
  • Bring in a fresh voice. Do interviews, ask others’ opinions, or create a mock panel. Changing things up gives a unique perspective and keeps consumers engaged and interested.
  • Have fun. It’s okay to crack a joke or stumble over your words. Be willing to be spontaneous, and let your customers get to know you.

Top trends in live streaming video:

  • Q&A sessions give the illusion of a face-to-face conversation. Consumers have a short attention span, but live video creates an environment that fosters immediacy. They’re much more likely to ask a question in this type of environment than they are to email someone and wait for a reply.
  • Customer supportAWeber hosts “office hours” during which customers can ask questions directly during live streaming. These office hours are scheduled and consistent, while still maintaining the feel of a personal conversation.
  • Special announcements — Announcing a new product or feature via live video helps build anticipation and excitement. Your customers are much more likely to get pumped about the big news when they see that you are.
  • Live events — Giving consumers a glimpse of a live event builds excitement and encourages customers to celebrate with you.
  • Behind-the-scenes looks — Giving a sneak peek of what goes on behind the curtain not only peaks curiosity; it also develops loyalty because customers feel knowledgeable about the company.

Research shows that consumers will watch a live video eight times longer than an on-demand video. Its unique personality cuts through the clutter of other forms of media and likely will continue growing as digital technology develops.