How Data is Becoming More Intelligent and Useful in Digital Marketing Strategies
Digital marketing has become increasingly centered on quality content, social engagement and providing users with the information they seek in a relevant and timely way. The data and tools used by marketers to accomplish these tasks are being revolutionized in order to make digital marketing more authentic and relevant for users.
Google’s Knowledge Graph and deep learning aims to more intelligently identify what users are searching for and provide them with increasingly relevant search results. Engineers are working to evolve the search engine and teach it semantic meanings of words. As a result, marketers are working to provide higher-quality content in order to take advantage of other Google advancements, such as Authorship and evolving social signals as indicators of authority.
In order to reach and communicate effectively with users, marketers must find listening tools advanced enough to effectively track and report very complex and contextual conversations that are happening online. Advancements in data and analytics help social media marketers track conversations and respond more effectively.
“Listening to conversations and making quick adjustments to digital marketing campaigns is essential to an effective marketing strategy and requires using data in a more proactive way,” says Thomas Stern, senior vice president of client services for ZOG Digital. “When you take into account popular keywords, social signals and conversations across multiple platforms, you can view data that works together — essentially the incremental opportunity of integrated digital marketing. This knowledge then drives strategy and execution.”
Engagement is a measurable component of digital marketing that is often overlooked by marketers but can be executed correctly with the right listening tools, accurate data and analytics technology. Social sharing and traffic are basic, fundamental metrics that are often utilized. However, the future of digital marketing means applying the same rigorous data measurements of search engine optimization or paid advertising to content marketing and social engagement.
Whether the goal is to get individuals to a website, share content, or make a purchase; content and social media marketers are getting closer to more accurately measuring their efforts, using cutting-edge data and analytics to quantify their tactics. Advancements in attribution modeling have enabled content strategists, for example, to measure and quantify the value of blogging, tweeting and social engagement.
In order to really excel, however, marketers are in need of advancements in qualitative data that rivals the Knowledge Graph. By empowering technology with more human understanding, marketers are able to adjust content and respond to trends in real-time. Measuring very human elements of engagement, such as sentiment, have proven difficult in the past. Marketers have difficulty reporting the intricacies and context of the response to and engagement with their content.
Recently, a group of Stanford students developed a tool, for example, that is capable of analyzing and classifying the context of tweets. The tool enables marketers to determine the sentiment of tweets and while it’s not perfect, it is evident of a growing trend in technology that is making digital marketing data more accurate and useful.
“The same concepts helped build our S2 Technology, which has proven to be a powerful tool that allows our clients to see a comprehensive, holistic view of their digital marketing efforts,” says Stern. “By pulling data technology from multiple sources, we are able to make adjustments quickly and more efficiently use resources in order to optimize campaigns.”
Successful digital marketers use data to drive the decision-making processes. They use data to help determine resource allocation and drive the optimization of content. As technology becomes more advanced, digital marketers have an opportunity to adjust their digital strategies accordingly. By leveraging new technology and using data to drive the decision-making process, digital marketers more accurately utilize resources.
Sentiment and social media insights can help create leads, drive traffic and increase sales when utilized as part of a comprehensive digital marketing strategy. To learn more about S2 Technology or the latest advancements in social media monitoring, please contact the digital marketing experts at ZOG Digital.