How Big Data Makes Traditional Branding More Effective Than Ever

Big data is changing all kinds of industries, including branding and marketing. Here's how big data makes traditional branding more effective and useful.

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January 18, 2019
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Data is being produced in massive volume in 2019. It serves a variety of purposes in many industries. The digital marketing industry is among the sectors that is most dependent on big data. However, marketers often overlook the benefits of using big data in traditional branding strategies, although they can be just as beneficial. You probably thought that traditional branding strategies were becoming obsolete, but nothing could be further from the truth. Marketers are spending over $44 billion a year on direct mail advertising. Other marketing strategies are also alive and well. Big data is helping marketers using these strategies gain a competitive edge. What are the key benefits of big data in traditional branding? How can companies measure its effectiveness?

Big data can align itself with traditional branding strategies to bring out some of the best results as can be seen as follows.

Jeff, a colleague of mine, runs a marketing business in Northern California. He entered the profession, because he had a background in data analytics. However, he found a business partner that had a more mixed background. They turned the agency into a hybrid marketing agency that offered both traditional and digital marketing tactics. Jeff was initially skeptical that big data would be valuable with his new firm’s print marketing and other traditional branding services. However, he soon discovered that it was essential. Here are some things that he revealed during our recent discussion.

1. Big Data Can Play a Key Role in Customer Acquisition in Traditional Branding

Five years ago, HubSpot posted an interesting article on how big data was reviving print marketing. They cited a number of benefits, including the use of personalization.

“Personalization has been a digital-only advantage because creating and printing personalized marketing materials for each customer is daunting and costly. Introduce variable data printing, and the landscape changes. Marketers can now send out print mailers targeted to specific purchase behaviors and personalized down to the image, color, artwork, and even text.”

Big data can be used in other forms of traditional marketing as well, such as telemarketing and focusing on finding the right networking venues to get targeted leads. Personalization and demographic analysis are key. Customer acquisition is the area where big data is most useful. It involves monitoring customer trends to understand their behavior better, which helps you refine your marketing strategy. For example, a T-shirt making company can analyze purchasing patterns and conduct a regression analysis look for seasonal trends. Just like branding, big data is applicable in taking advantage of the models in trends in acquiring clients for the apparels. It may be used in constructing a guide to working with T shirt manufacturers.

2. Product Development

Big data is also helpful in product development. By using big data to analyze trends and patterns you may come up with a product that will suit the needs of your customers and position it better in the market.

3. Provision of Marketing Strategies

Through the analysis of patterns and provisional of statistical information, big data provides great analytical material. This is helpful in developing excellent marketing strategies for the business that will be easy to pick up.

4. Event and Promotion Structuring

In learning customer behavior, a business needs to be smart to reach its customers effectively. Using events and promotions is one of the best ways to do this. You can evaluate patterns and get a clear picture of the trends that your customers follow. It will help you come up with great strategies that will keep you on the move when dealing with your clients.

Conclusions: Don’t Overlook the Benefits of Big Data in Traditional Marketing

There are many reasons that big data is useful for marketing. It is often overlooked when it comes to the benefits of traditional branding strategies, but can be incredibly valuable. Marketers are investing more of their budgets in traditional marketing strategies. They should be aware of the benefits of using big data to get the most of them.