Big Data: Big Advantage For Context Marketing (Infographic)

The advent of the Internet brought about a big data revolution that has fundamentally changed the way marketers communicate with their audiences. Armed with big data, marketers no longer have to settle for “spray and pray” messaging, throwing ads at a wall haphazardly and hoping something sticks. Instead, they can dissect audiences to a granular level and tailor messaging to specific niches based on thoroughly developed personas. This concept of context marketing is the way of the future — and big data is making it all possible.

Embrace digital personas before it’s too late

Digital personas are not developed in the same way as traditional personas, largely because much more data is available to marketers through analysis of digital channels. Traditional personas account for attributes like demographics (age, location, gender) and psychographics (personality, values, interests), but there’s still a lot of meat left on that marketing bone. Digital personas developed with big data account for these attributes, too, but they also consider behaviors, online channels, buyer journeys, devices, geo fencing and more. As the distribution of consumer behaviors continues to widen, marketers must respond with context marketing — and that means embracing big data.

Big data + personas = context marketing

Marketers who aren’t developing digital personas yet may be overlooking one of the most important objectives of marketing: to develop an intimate relationship with the consumer. Marketers should aim for one-to-one marketing as much as possible. This means not only knowing the consumer intimately but executing effective context marketing by delivering the right content at the right time on the right channel. Consumers of the digital age have come to expect this; personalization is the most effective way to ensure that your messaging resonates with your audience.

The following infographic from Pardot, a Salesforce.com company, outlines some of the benefits and opportunities that can be realized from personalization. These facts and figures give even greater support to the need for big data analysis in marketing.

Want to learn more about how big data can improve persona development?

Marty Muse, Vice President of Client Solutions & Success at DigitalRelevance, will address top business, academic and governmental leaders at the Indy Big Data conference at the JW Marriott in Indianapolis next Tuesday, February 11, at 1:30 pm. He will present alongside representatives from Oracle, ExactTarget, Teradata and the University of Notre Dame. The one-day event is being presented by STLogics, a leading information technology solutions company with offices in Indianapolis and Boston. The Indy Big Data conference is the first-of-its-kind event to be held in Indianapolis, and over 500 business stakeholders are expected to attend.

Muse’s presentation, Embracing Digital Personas, will examine some of the differences and similarities between traditional and digital persona development while exploring targeting from 1955 to the present day. In addition, the presentation will explore how technology and big data have impacted marketers as they decide who they want to market to and how.

With IT industry forecasters expecting worldwide data to grow 800 percent in the next five years, STLogics hopes to educate decision makers about best practices using predictive analytics. Thanks to advancements in cloud computing that make the cost of data storage more affordable, companies are able to find out actionable insights based on real-time data information. Technology experts at the conference will share their big data success stories in industries ranging from healthcare to professional sports to national security.

If you’re in the Midwest and would like to attend, sign up at http://ift.tt/1kGjCCx using the discount code “wm124″ and save 10% on us!

For more information, visit www.indybigdata.com, call 317-456-0007, or email info@indybigdata.com

Image credit: InformationWeek.com

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