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According to Statista’s research on big data, 181 zettabytes of data are expected to be created by 2025. One zettabyte equals 1 trillion gigabytes. That’s 1,953,125,000 iPhone 14 pros. Multiply that by 181 and you get a clear visual of just how much data this is. 

As huge as this amount is, it’s good news for marketers. Data is central to successful marketing strategies. It provides insight into customers, marketing practices, and team productivity that you can use to make decisions that drive consistent marketing results. 

However, processing and analyzing huge datasets can be challenging without individuals who specialize in data analytics on your team. In addition, before you get to the analysis part, you must collect the right kind of data. And that starts with understanding the different types available. 

There are various types of data that marketers should leverage to make better marketing decisions and fuel consistent results. We’ll cover five of them below. But first, more on the importance of data in marketing. 

The Importance of Data in Marketing 

Data-driven marketing uses data to help create marketing strategies. You use the insights you pull from the data about customers, content, trends, patterns, and results to inform the decisions you make about your marketing direction. 

It’s one of the most popular approaches to marketing for good reason. Instead of relying on a hunch or what you and your team think is best for the marketing strategy, you can count on accurate data that tells you for certain what’s happening with your customers and marketing tactics. 

For example, let’s say you want to start a presence on social media. You think your target audience frequents Instagram, Facebook, and Twitter. After looking at the customer data you’ve collected thus far, you see that your target audience is actually on TikTok, YouTube, and Pinterest the most. 

If you would’ve gone with what you thought, you would’ve wasted valuable time and marketing resources on channels that your target audience isn’t on. But with the help of customer data, you were able to pinpoint the channels your audience is actually on and can spend your time and resources where results are likely to happen. 

Marketing that leans on insights from data is the smartest approach. That said, you must know which types of data are worth collecting and analyzing first. 

Five Different Data Types Marketers Should Prioritize 

Before we share five different data types that are most significant to marketers, there are a few things to consider to ensure proper use of data. 

First, there’s a risk of bias in data collection and analysis. The individuals who program your data collection tools and analyze the information gathered may exhibit biases like: 

• Confirmation bias: you use customer responses to confirm a belief you already have 
• Expectancy bias: you subconsciously impact participants’ perspectives and responses in your market research 
• Implicit bias: an attitude you possess about a specific group that you aren’t all the way aware of
• Recall bias: how you recall information is different than others 

You can overcome these biases through competitor and SWOT analyses. Gather information from diverse sources and study market trends research to ensure accurate and fair data collection and analysis. 

Second, data security is essential. The last thing you want is to collect all of this private, important data and it fall into the hands of a cybercriminal. Keeping your data safe in a highly secure cloud storage system is a must. 

Lastly, you need a system for collecting data. There are many data collection methods available, including automated data collection software, interviews, focus groups, and surveys. Choose the methods most appropriate for your team and goals, and create a workflow that allows you to constantly collect data and filter it into a central system. 

Now, on to five different data types marketers should collect and take advantage of for insightful decision-making. 

Internal and external data

Most of the data you collect will fall into one of these two categories: internal or external data. Internal data is specific to your company and comes directly from your business’s systems. Sales data, financial data, and human resources data are good examples of internal data. 

External data is available to the public and comes from sources outside of your company. Examples of external data include government data, social media data, and information gathered from search engines. 

Collecting both kinds of data is important because it gives you a well-rounded view of your marketing. You can see it from your team’s perspective as well as the public’s perspective.  

Qualitative data

Qualitative data is data on the qualities or characteristics people possess. If you think about it in terms of customers, it’s essentially the “why” behind what they’re doing. You can gain insight into how your customers think and behave. 

With this data, you can create marketing content and calls-to-action (CTAs) that align with customers emotionally and psychologically, improving the chances of them engaging with your marketing the way you want them to. 

Quantitative data

Quantitative datasets are comprised of hard facts, statistics, and numbers. Quantitative data can show you what your customers are doing, the content they’re viewing the most, how often they’re opening your emails, or which links are getting the most clicks. 

Pair quantitative data with qualitative data, and you can get a 360 view of who your customers are, what they’re doing, and why. 

Demographic data 

Demographic data is one of the most common types of data marketers collect and analyze. It’s the personal and geographic information of your customers. You learn data like your customer’s age, marital status, where they live, employment status, and skill sets. 

Although you won’t get a ton of in-depth information, you get a base for who your customers are. You can use this data to make ideal customer profiles that you reference whenever you create marketing materials to ensure they’ll appeal to the customer base you’re targeting. 

Psychographic data 

Psychographic data gives you insight into things about your customers that are beyond basic demographic information. You can learn the following with psychographic data: 

• Opinions
• Pain points
• Core values 
• Life experiences
• Spending habits 
• Hobbies and interests 
• Lifestyle behaviors 

Psychographic data will help you create an emotional connection with your customers that inspires them to make purchases and further interact with your marketing. 

Conclusion

Data is one of the most important tools to have in your marketing toolkit. Without it, you rely solely on your and your team’s perspectives to create marketing materials that generate consistent results. And doing this almost guarantees you miss the mark with your audience. 

Instead, you should rely on information that tells you exactly what your customers are doing and why and what marketing tactics are working. Collecting the data types we mentioned above through various data collection methods gets you on this path. 

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Social media marketing has changed the way that businesses connect with consumers. Businesses that use social sites like Instagram, TikTok, and Facebook can post trending, engaging content that piques the interest of potential customers and builds a buzz around their brand. 

However, creating content that connects with your audience can be difficult. Consumer trends change quickly in the digital world and it’s easy to look out of touch if businesses aren’t constantly updating their approach. 

Companies that want to improve their social reach can connect with customers by tailoring their content to meet the genre expectations of each social platform. This can help marketers build a connection with a multi-generational audience, too, as different demographics have vastly different preferences in the digital world. 

Characteristics of Social Media Marketing

Understanding the difference between traditional marketing and digital marketing is key for any business that wants to improve its social following. While traditional marketing can be repurposed for social content, it’s usually best to adopt an entirely different strategy to target social sites. 

Digital marketing is an innately audience-focused approach to content creation. It’s less expensive than traditional marketing and can help businesses reach a global audience. Digital marketing on social media can significantly improve consumer connection, too, as social platforms offer businesses a two-way conversation in the form of direct messages, comments, and shared content. 

However, no two social platforms are the same. Each site has its own unique conventions and norms that dictate consumer preferences and content creation. These platforms can be categorized into five types of social media, including: 

• Social networking (LinkedIn, Facebook, and Twitter);
• Photo sharing (Instagram and Pinterest);
• Video sharing (YouTube and Vimeo);
• Interactive media (TikTok and Snapchat);
• Blogging and Community Building (Reddit and Tumblr).

While there is overlap between these categories, distinguishing between them can help marketers produce creative content that connects with users. Once marketers understand the differences between social sites, they can start to plan and produce content that redirects users to omnichannel services for improved customer communication. 

Embracing Creativity

Creativity is a skill that can be refined with practice and the right approach. Businesses that want to be more creative with their content marketing should adopt an honest, research-driven approach to ideation. Even small changes, like encouraging internal collaboration, can have a huge impact on reach and engagement online. 

Marketing departments that have run out of creative marketing ideas can use the “Wonderland” game to produce unique and engaging content. The “Wonderland” game is an ideation technique used to discover connections between unrelated things. Marketers use Lewis Caroll’s iconic brain teaser “Why is a raven like a writing desk?” as inspiration to form their own questions. This can result in remarkable, eye-catching content ideas like: 

• “What I learned about content marketing from my grandma”
• “How I increased my open rate by 174% with a roll of duct tape”.

Even if marketing departments take a different direction, the “Wonderland” game is a great way to spark conversation and generate ideas. Ideally, the “Wonderland” game should be used in tandem with other social media trends like influencer marketing and video-based content. This ensures that posts are relevant to current consumer preferences. 

Embracing creativity is particularly important for businesses trying to reach a multi-generational audience. Content creators will have to get creative to adopt a Gen-Z or baby-boomer mindset when crafting digital content. 

Generational Marketing Tactics

Generational differences have a huge impact on customer preferences and digital behavior. Trend-driven marketing content may resonate with younger users but will likely put off older consumers who are looking for easy-to-understand posts. 

Ideally, businesses should use their social presence to target one or two generations online. This simplifies the content creation process and maximizes the impact of a business’s social media strategy. This is particularly important for businesses that want to use social media to break into a new market segment. 

Companies that want to connect with new users should use high-profile social pages to direct their content creation strategies. For example, if a business wants to create a buzz amongst Gen-Z consumers, it can follow Doritos’ example and post content that utilizes trending sounds and content. 

Using high-performing pages as a guide is a great way to streamline the content-generation process and create materials that connect with audiences. This will free up time for engagement and ensure that marketers can spend most of their time tracking key metrics and utilizing analytic data. 

Utilizing Analytics 

Social media is a treasure-trove for consumer data. Content creators who want to produce materials that connect with consumers must use data analytics to refine their approach and spot emerging trends. To get started, marketers should familiarize themselves with the basics of: 

• TikTok Analytics;
• Google Trends;
• Instagram Insights;
• Meta Business Suite.

These services are in-built analytic services that track key metrics like follower count, growth, engagement rate, and views. They’re largely user-friendly and can be used to direct future marketing strategies based on the performance of previous posts. 

Marketing professionals that want to amplify the impact of their social media content can look to external services like HootSuite, SproutSocial, and Brandwatch to improve their consumer connection. These sites help businesses track useful metrics and improve common key performance indicators (KPIs) like: 

• Growth rate percentage;
• Theoretical reach;
• Social share of voice;
• Engagement rate percentage.

These KPIs give marketers quantitative data to track and measure consumer connection. They give content creators a benchmark to measure performance and can even be used to plan future posts. This is particularly important today when stiff competition makes capturing a piece of the social pie harder than ever before. 

Conclusion

Creativity is key to successful social media marketing. Adopting an honest, research-driven approach to ideation and content generation can help businesses produce unique and engaging content that resonates with a multi-generational audience. 

Today’s marketers must become savvy data analysts, too. Data analytics are essential when refining existing campaigns and measuring performance. By tracking KPIs, businesses can improve their social media campaigns and produce content that authentically connects with consumers. 

Featured image by Pratik Gupta on Unsplash

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No matter what industry you operate in, you’re likely to face significant competition. While competition can be healthy, it can also be a hurdle to getting customers to engage with your unique and positive attributes. A healthy solution, therefore, is creating an effective marketing campaign to help you stand against the competition and stay successful. 

It’s important to remember that your efforts shouldn’t just be directed toward national or global demographics. The consumers in your local area can be great contributors to your company’s growth. Not to mention that you can forge meaningful supportive relationships with them that will be invaluable in the future. Local marketing campaigns should be a part of your wider strategy.

Your localized campaigns don’t need to be driven by the expertise of your marketing team alone, though. Let’s explore some business tech that can help you implement a more effective approach.  

Consumer Research Elements

Marketing campaigns tend to be most successful when backed by solid customer data. You’ll find data is especially important for localized campaigns. This is because the preferences and needs of your nearby customers may not always be the same as the national or international trending elements. Therefore, it’s important to adopt business tech that helps you to gather and analyze local customer research to drive your marketing efforts.

When used effectively, business tech helps you both obtain consumer insights and improve the diversity of your research base. Effective strategies here include utilizing social media posts to encourage comments and other forms of engagement related to the types of services locals of different generations want to interact with. Your online surveys should also be geared toward accessibility. Provide options for those with mobility challenges to screenshot their product preferences. Offer surveys in different languages to accommodate locals from different geographical and cultural backgrounds.

Another piece of business tech that can be an invaluable part of your consumer research is your customer relationship management (CRM) software. This tool essentially centralizes all the information gathered about consumer interactions and preferences from a range of different sources. In most instances, you can connect your website, loyalty program, consumer survey results, and customer purchase histories to these platforms. You can then filter data analytics results by geographic location, which provides your marketing team with insights into the behavior of local consumers.

Inventory Control Tools

Word of mouth is always an important part of localized marketing. Your reputation for being able to provide the community with reliable services and products when customers need them is key to your success. This has been particularly important to consumers following the product shortages during the COVID-19 pandemic. Therefore, you should consider utilizing business technology tools related to effective inventory management.

This should include a reliable software system that keeps track of the movement of products in the warehouse, the storage area of your local stores, and the storefront itself. Devices that utilize sensors on items to assess the number of products on the premises can interact with the management software. This keeps your inventory visible to staff and the platforms can usually automatically reorder when necessary. Wherever possible, choose platforms that are compatible with those of your supply chain partners, which tends to result in more efficient interactions.

Alongside the software, it’s also vital to have infrastructure that maintains the efficacy of inventory management tools. 5G networks can help minimize potential supply chain disruptions by ensuring your software and hardware inventory tools remain reliably connected. Networks with high bandwidth and low latency will ultimately ensure that large volumes of essential data can be quickly and reliably passed between systems. Particularly if you and your supply chain partners are using sensors in the Internet of Things (IoT) to track inventory items, 5G tends to result in more accurate and consistent real-time data transfers.

This control over your inventory doesn’t just mean you can boost your reputation for reliability among customers and draw more local foot traffic. From a marketing perspective, it also allows you to adjust your stock in an agile way in line with the engagement you’re seeing from your localized campaigns. In this way, your business tech and advertising feed off one another for mutual benefit.

Social Media Management Platforms 

There’s a tendency for small businesses to see social media marketing as a tool to reach primarily national and global audiences. However, it’s important to recognize that consumers in your nearby area will also be keen to engage with businesses on social media. It’s important, then, to ensure there is content and communication specifically directed toward your community. A business tool that can help with this is a reliable social media management platform.

These software services are particularly effective in reducing the amount of repetitive and time-consuming work involved with managing accounts. In most cases, they allow you to post across all your company accounts from a single hub. You’re also able to upload your content in advance and schedule when and where these are posted. Not only do these tools save time and energy, but they’re also essential in producing posts specifically directed to your local customers.

Social media management platforms are also useful to your localized marketing campaigns for the practical components of posting content. They also allow you or your social media managers to quickly respond to local consumers’ comments without having to switch between different accounts. This can be a vital form of additional customer service. 

It’s worth noting, too, that social media management platforms provide users with engagement data. This empowers you to easily ascertain what content your local consumers are particularly responsive to. Your marketing team can then lean into these topics or content styles, adapting in real time for a more agile localized campaign.

Conclusion

Business tech can play a key role in localized marketing campaigns. Online consumer research tools and CRM systems can provide your team with data to make your campaigns more relevant to locals. Inventory management platforms can boost your reputation for reliability and also be effectively influenced by local marketing engagement. Remember that social media management platforms can lighten the load of content creation, allowing you to create posts specifically focused on your community. This tech, along with some careful planning, can ensure you make effective local connections that help the growth of your business. 

Photo by Kindel Media on Pexels

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Marketing is about more than selling a product or service. Today’s consumers crave more from the brands they trust. They want relationships and human qualities. With the average person dealing with thousands of advertisements each day, one of the best ways for your campaign and company to stand out is to reflect your values in everything you do. 

If you’re a marketing professional, you already understand the importance of connecting with your target audience. One of the best ways to do that is by being transparent about who you are and what you stand for. 

So, how can you design an effective marketing campaign that reflects your company’s values? 

First, let’s take a look at why value-based marketing matters, especially when you’re trying to connect with growing audiences like Generation Z. Then, we’ll take a closer look at how you can merge your company’s core values into your marketing campaigns with sincerity. 

The Benefit of Value-Based Marketing

While your company should always focus on having top-quality products, services, and experiences, advertising those things isn’t enough to entice today’s average consumer — especially when it comes to younger generations. 

Today, Gen Z makes up 40% of global consumerism. Their shopping habits are different from previous generations in a variety of ways. First, they’ve grown up surrounded by technology. They’ve never known a world without mobile phones and the Internet. So, they have certain expectations when it comes to UX, social media, and digital accessibility. 

They also have expectations regarding company values and beliefs. So much so that values tend to drive their buying behavior. They’re considered a critical consumer group and tend to focus on things like authenticity, sustainability, and transparency. Affordable, high-quality products are still important, but if that’s all your company offers, there’s a good chance this generation of shoppers will look elsewhere.  

Chances are, your company already stands on several strong values. Maybe you have a mission statement everyone lives by, or you support causes that mean a lot to your brand. But, are you marketing those values effectively? Does your target audience know what you stand for? If not, highlighting those values in your marketing campaigns can make a big difference in how people view your brand, and the type of loyal customer relationships you foster for years to come. 

How To Market Your Company’s Core Values

If you want to successfully include your company’s values in your marketing campaigns, you first have to define them. When considering how to decide on what your brand values are, take the following steps: 

1. Assign a leader;
2. Get team input;
3. Get industry inspiration;
4. Decide what your values mean for your business;
5. Create a new company culture based on those values.

Consider what’s most important to you, and how that might resonate with today’s consumers. Some of the top issues people are interested in include sustainability, fast fashion, climate change, and waste production. If you’re also passionate about something like sustainability, make sure you establish a company culture that allows your consumers to see you’re taking the necessary steps to “go green”. 

Digital marketing, itself, is a more sustainable way of doing things. It allows greater access to information, can be used on devices backed by solar energy, and requires less paper use than traditional marketing forms. By making as many areas of your business as digital as possible, you can boost your sustainability and cut back on energy use. 

Don’t be afraid to capitalize on current trends when it comes to how you market your brand values. Things like hand-drawn illustrations, minimalism, 3D design, and vibrant nostalgia are all popular in the graphic design world. If you’re going through a shift in your company culture or you want your future campaigns to reflect your values in a new and exciting way, it might be time to change your design work – including your logo. Jumping on current design trends will help you stand out and get noticed, and will make it easier for your audience to see the effort you’re putting in to express your values. 

Most importantly, however, make sure you know your market and what they’d be most interested in. Following a trend only works if it makes sense for your audience. The more your interests and values align with your audience, the easier it will be to boost engagement — especially on social media. 

Avoid Purpose-Washing

If you’ve been in the marketing industry for any length of time, chances are you’ve heard of greenwashing. It’s an important thing to avoid, especially if you’re trying to promote values like sustainability. But, have you heard about purpose-washing? 

Purpose-washing occurs when a company claims to have a meaningful purpose and strong values, but they do nothing to back those values up. For example, if a business creates a marketing campaign suggesting that they’re dedicated to the health of the environment and waste reduction, but they don’t follow through, it is essentially lying to its audience. It’s misleading, and if your brand gets “caught” doing it, you could damage your reputation beyond repair. 

Because today’s consumers want transparency and relationships with the brands they frequent, a strong PR campaign and crafty marketing aren’t enough to entice people. Furthermore, if your business makes purpose promises and doesn’t live up to them, you’ll come across as deceitful. Not only will your audience be less likely to trust you, but your overall brand image will be tainted. 

Thankfully, it’s easy to avoid purpose-washing by choosing to practice what you preach. Keep the following tips in mind to remain transparent and genuine with your values: 

• Be authentic with every change you make;
• Make sure your marketing strategies align with your values;
• Use evidence;
• Participate in causes and social movements;
• Engage with your audience.

While you shouldn’t completely change your marketing campaigns solely to appeal to the next generation, now is a good time to consider the importance of highlighting your company values. Not only can it help your future marketing endeavors, but it could end up creating a completely different, positive company culture within your business. Talk to your leaders about your company values and come up with honest, transparent ways to make them a part of your future campaigns without having to rely on splashy advertisements and unrealistic promises.

Photo by Dylan Gillis on Unsplash

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The practice of medicine is a profound responsibility. It’s a sacred trust between clinicians, patients, and the people who love them.

But medicine is also a business, and if you want to be able to continue serving patients and their families, then you must strive to make that business profitable. Marketing, not surprisingly, is a critical component of that effort.

However, the ascendency of the internet in general and social media, in particular, has transformed the ways that healthcare facilities endeavor to reach their target audiences. Medical practices today depend largely on a multifaceted approach that not only combines traditional and new media but that also leverages the myriad forms of digital media marketing.

This article examines the various ways that physicians are incorporating multimedia marketing into their campaigns and explores the pros and cons of each.

Marketing in Medical Practice

Some clinicians may feel a bit wary in marketing their practices. They may feel leery about the prospect of “advertising” as traditional for-profit businesses do.

The reality, though, is that in an increasingly crowded and competitive industry notorious for its shrinking profit margins, practices must grow in order to survive. Marketing, then, isn’t about greed or selfishness. It’s about being able to endure and serve in a challenging market. 

When you’re marketing your medical practice, it’s helpful to remember that your conceptualization of “marketing” is probably going to need to change. Marketing in healthcare is far less about advertising products and services and far more about building relationships with prospective and established patients and their loved ones.

And because relationship-building lies at the heart of medical marketing, you’re going to need a proactive and comprehensive approach to make it work. This includes availing yourself of the various digital channels through which to connect with your target audience. 

In most cases, this will mean cultivating a robust online presence that includes a dedicated website with a blog and discussion forum, as well as an array of social media accounts. 

In addition to the use of new media, though, it’s also important to capitalize on traditional channels — from print, television, and radio promotions to billboards and direct mailers. This will help you reach a broader audience, including those who may not have reliable internet access.

The Pros and Cons of Multimedia

As suggested above, one of the greatest advantages of a multimedia marketing approach is that it enables you to reach a broad and diverse target audience using their preferred media. If your practice seeks to serve all age groups and income levels, then combining the enormous power of digital marketing with the proven techniques of traditional marketing is the way to go.

When you deploy a multimedia approach, it’s vital to be strategic and deliberate. One of the most significant downsides of this sort of saturation technique is that your strategy may lack coherence.

For instance, you will want to create a consistent brand style that will inform all of your campaigns, regardless of where and in what form they appear. The goal is to ensure, ultimately, that no matter where your target audience receives your content, they will be able to instantly recognize it as your brand. 

When you’re using such a multi-pronged approach, it’s also important to ensure that you have a clear, cohesive, and utilitarian communications strategy driving it. In other words, you need to have a reason behind every message you create, every content and design choice you make, and every decision concerning the timing and placement of your content. 

This means understanding exactly who the content is intended for and what needs the content is designed to meet for that audience. Likewise, you will need to be clear on why a chosen platform, time, and style will be the best for reaching and engaging your intended audience.

Using Video as a Digital Marketing Tool

In addition to using multimedia to build brand awareness and support business growth, you can also tap into the tremendous power of video marketing. For example, health consumers are increasingly turning to social media to learn more about health and health products. 

In an era in which medical technologies are often outpacing patient education, you may capitalize on your audience’s social media habits to educate them on services and products. You may, for instance, create explainer videos that introduce patients to new IoT medical devices, explore their benefits and drawbacks, and demonstrate how to use them safely and securely. 

This is an ideal way to engage your target audience while building trust and showcasing your professional expertise. The most significant disadvantage, though, is the potential to appear as if you are hawking these products or seeking only to profit from the provision of services. 

Remaining objective, measured, and forthcoming about the product or service, as well as any gain you may derive from them, is vital if you don’t want to come off as a snake oil salesperson.

Remote Events in Real Time

If these pandemic years have taught us anything, it’s that it’s not always feasible or desirable to meet patients in person. For this reason, clinicians are increasingly creating opportunities for patients and their loved ones to engage with their practice in virtual settings. Virtual healthcare is an ideal way to ensure that patients can access the medical care they need through real-time video and chat without exposing themselves to undue risk. 

Further, healthcare apps can also be used to help educate patients, monitor their health status, and promote self-care. Especially among vulnerable patient populations, health apps and virtual platforms can be a lifeline to patients’ physical, mental, and emotional well-being. 

But these tools do more than expand the scope, quality, and accessibility of care. They also serve as a form of interactive marketing insofar as they enable healthcare providers, patients, and families to safely come together in virtual environments. 

For this reason, clinicians are using not only one-on-one, private consultations in the virtual space but also live group events. This might include anything from a weekly course on nutrition to a daily exercise live stream. Clinicians may offer audiences the opportunity to participate in online health fairs, health education seminars, or online support groups. 

Such live events can be highly beneficial in nurturing patient relationships while also increasing brand awareness and driving the growth of the practice.

One potential downside, however, is that those in need of in-person care may neglect to get it. They may develop the misperception that virtual consults and online seminars are an adequate substitute in all cases. And this may end up doing some patients far more harm than good.

The Takeaway

In an increasingly challenging market environment, multimedia marketing can be an ideal way for physicians and health systems to achieve significant long-term growth. The effectiveness of the approach, though, depends on the ability to overcome the potential downsides of the myriad forms of traditional and new media marketing while maximizing their many advantages.

Featured Image by National Cancer Institute on Unsplash

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