Using Big Data to Enhance Internet Marketing Campaigns

Marketing strategy based on actionable intelligence from big dataBig data is a hot topic right now, and for good reason. Today’s business intelligence tools make mining massive databases for information a fairly simple process for end-users. In fact, business intelligence can be integrated into lead generation forms and used to standardize and clean the data – all in the blink of an eye. It gets even better. The leads can be segmented based on data and performance measured, monitored, and analyzed. As a big data-based Internet marketing campaign continues, it becomes possible to score leads based on quality and conversions. Thus, future leads can be prioritized or ignored based on reliable, performance-based metrics.

Using big data in Internet marketing campaigns begins at the lead capture point of the process. With traditional online lead generation strategies, marketers require leads to fill out a form and provide specific information in order to receive a free report, white paper, eBook, or other incentive. While most Internet users are accustomed to filling out basic forms with their names and email addresses, they balk at longer, more intrusive forms.

If you’re targeting business leads, you may want detailed data from each prospect such as the prospect’s job role (and, thus, the likelihood of being a decision maker), the size of the firm, number of employees, annual revenues, and other information. This information is helpful in determining if the firm is a good fit for your product or service. Using detailed information allows you to segment leads based on the company’s size, the prospect’s job role, the type of information requested, and so on.

However, a CEO searching for information contained in your white paper, online video series, newsletter, or other downloadable product may feel the effort isn’t worth the informational incentive. By integrating big data at the lead capture point, you can tap into external databases that match user supplied information with larger databases containing additional details.

For example, your lead capture form might require the individual’s name and job role as well as the company’s name. Technology exists that can cross-reference the company’s name to business databases that contain the firmographic data you require. Your prospects no longer need to fill out long forms, and you receive valuable data that you can use to segment and prioritize leads based on company data retrieved from external databases.

These big data technologies can also deliver standardized data as well as verify contact information. For example, individuals may be inclined to enter fake phone numbers in an attempt to avoid phone calls. Others may inadvertently transpose numbers in an address. Database service providers use technologies that can detect and correct errors like these using a process known as data “hygiene.”

Scoring leads is another benefit of using big data and business intelligence in your marketing campaigns. For example, analytical tools and reports can reveal which types and categories of leads actually convert. Depending on how far you want to take it, you can also include cost per lead, revenue per lead, and other metrics and compare results by segment. Using business intelligence, analytics, and input from your sales team allows you to rank leads based on quality. You can scorecards to identify the hottest leads for your sales team as well as discard leads that are likely to lead to nowhere or cost too much to pursue based on historical information.

By tapping into big data at the point of lead generation online, you can get the information you need without overly imposing on your prospects. Business intelligence tools allow you to clean, standardize, segment, and prioritize leads based on scorecards.

Tips for Engaging Video Viewers

As we’ve discussed previously, engaging online videos play an important role in ultimately converting your site’s visitors. In fact, it’s rare to convert people without first engaging them in one way or another. Engagement does more than entertain; it adds value and builds trust. Video is an excellent medium for doing just that.

If you’re ready to create an engaging Web video, you’ll first need to consider your target audience and how it relates to your product or service. For example, if you’re selling sunscreen, identify your target audience. Are you targeting moms who want to protect their children from the sun’s harmful rays or are you targeting teens who feel invincible and consider tan lines a badge of honor? Once you know who you want to engage, your message becomes that much easier to write.

Now that you know who your audience is, think about what they know or don’t know about products like yours. Think about what they believe in, what they value, and what they want. What matters most to your audience? For moms, value may mean complete, long-lasting coverage so that their kids don’t get the slightest of sunburns. For teens, value may mean a cool bottle or colored zinc oxide. A mom will appreciate supporting research or an expert’s testimony while teens may be influenced by a hot soundtrack or a celebrity endorsement.

Despite their differences, these audiences need a reason to choose your product over the others on the market. An engaging video can make your product more memorable (brand awareness) or more valuable, both of which can ultimately lead to conversion.

So, how do you engage these audiences? Here are some ideas:

  • Tips related to your product or service – While most people know how to apply sunscreen, many don’t apply enough or do it often enough. In addition, some spots of the body (such as the tops of the ears and feet) are notoriously missed. A video with tips on how to use your product properly could engage viewers and reinforce that you are the authority on sunscreen.
  • Event videos – Does your company sponsor an event? Consider posting short videos highlighting that event before, during, and after the event. Even modest events such as a local pet parade can drive traffic to your site and engage viewers. To be engaging, your event coverage should relate to your product somehow. For example, event coverage of a local surfing contest would be a good fit for a company promoting sunscreen.
  • Videos that solve your audience’s problem – People buy products to solve problems. By creating an engaging video that shows how your product does just that, you’re one step closer to conversion. So, what problems does your audience have that your product can solve?

Your goal with any of the above videos is to have your viewers nodding in agreement as you present your message or solution. If you can do that, you’ve created an engaging online video.