7 Crucial Data-Driven Marketing Trends (For 2019 and Beyond)

As the amount of data that can be collected online continues to rise, more advanced marketing strategies are becoming available. Today, we will look at some data-driven marketing trends to watch out for in 2018 and beyond.

Here are the top seven (and most recent) data-driven marketing trends:

1.) The Use of Data to Create Personalized User Experiences.

Ever log in your Amazon account and find those personalized product recommendations based on your shopping and browsing activity? This is one use case for how data-driven marketing companies are beginning to use data. And if you don’t clear your browser cookies, companies like Amazon can even personalize your homepage experience in real time. As you can guess, they do this with the data they have collected on you as you browse their site.

How can you actually implement this strategy?

First, find the demographics of your customers and tailor your content and website experiences based on those finding. For example, are they women between the ages of 18 – 34? If so, then an image of a person in their late 50s or 60s on your homepage probably isn’t a good idea.

Which of your product offerings or services brings in the majority of your revenue? Make sure it is featured front and center on your homepage and easy to find.

Using data-driven marketing tools such as Optimizely, along with the data you already have, will allow you to gain valuable customer insights, which you can use to quickly create different personalized homepage experience for your customers. Plus, with Optimizely, you also can conduct A/B testing on different variations of the homepage experience to compare which one receives higher consumer engagement.

The companies that use data to understand their customers the best and create personalized user experiences will win moving forward.

Related Article: 7 Actionable Data-Driven Marketing Examples You Can Apply Now

2.) Use Identity Resolution to Create a 360-Degree View of Your Customers.

The concept of identity resolution is simple. To give your customers the best experience across multiple channels, you have to first recognize their identities in those channels. Identity resolution gives you an enhanced understanding of people, their apps, and their interest levels.

You have to be able to tie their identity regardless of the device or the channels they use. This, of course, requires connecting many data points together.

At Stirista, we have a similar toolset called StiristaLINK, which connects B2B and B2C identities for a 360-degree view of your prospects. This lets you reach an individual across multiple online channels. Meaning, you can reach the same person on Facebook, through their personal email and even with their business email!

Ultimately, identity resolution gives you:

  1. More precise targeting
  2. Omnichannel tracking and measurement
  3. Personalization at scale

3.) Omnichannel Marketing Is the New Norm.

It seems that every time you visit LinkedIn, there is more news about a “retail apocalypse”. Often, these are brands that have seemingly failed to successfully embrace omnichannel marketing. At its foundation, omnichannel marketing is simply the ability to reach the same audience seamlessly across multiple channels.  

People often associate omnichannel marketing with online brands establishing an offline presence. A good example will be Amazon acquiring Whole Foods and its 460 stores. In this case, true omnichannel marketing is two-sided, meaning it involves both traditional brick and mortar businesses establishing an online presence.

So, yes, omnichannel marketing will involve using your offline CRM customer data to power your acquisition, brand awareness and goodwill ad campaigns across online channels like Facebook, YouTube, Instagram, Twitter and even in marketplaces like Amazon.

Omnichannel marketing gives you a competitive advantage over brands that stick to just one or two channels. As consumer buying behavior continues to evolve and more people make purchases across different devices and from different distribution channels, having an omnichannel strategy is a must moving forward.

4.) Predictive Analytics in Account-Based Marketing.

According to SAS.com, “Predictive analytics is the use of data, statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data. The goal is to go beyond knowing what has happened to provide the best assessment of what will happen in the future.”

How does this apply to account-based marketing (ABM)?

The idea behind ABM is for sales and marketing to work together by focusing only on key target accounts that match their company’s ideal customer profile.

With this in mind, predictive analytics can serve two main purposes when it comes to ABM. It can help identify:

  • Companies that fit your company’s ideal customer profile.

Most predictive analytics tools can provide you with important firmographic information of companies, such as the number of employees, estimated annual revenue, funding rounds, and industry. With this, you can narrow down on companies that fit your buyer personas and can afford to purchase your products.

  • The accounts that are most likely to buy.

A tool like Datanyze uses predictive analytics to show companies that use specific technology and estimates their tech spend. Most importantly, this tool helps to identify the prospects that use the same combination of solutions as your best customers. Equipped with this information, your sales team will know which companies to prioritize their outreach efforts on. In this case, companies with tools similar to your current customers.

In a nutshell, predictive analytics in ABM, helps you understand which companies are most likely to do business with you.

5.) Data Onboarding for Targeted 1:1 Ad Campaigns.

Data onboarding is a digital marketing strategy that isn’t slowing down anytime soon. According to AdAge, the data onboarding sector could hit $1 billion by 2020.

Lotame, a data management platform gives a very accurate definition of this strategy:

Data onboarding is a data-driven marketing trend that involves the transferring of offline data to an online environment for marketing needs. Data onboarding is mainly used to connect offline customer records with online users by matching Personally Identifiable Information (PII) gathered from offline datasets to find the same customers online.

There is a correlation between data onboarding, identity resolution, and omnichannel marketing; in that, they all work in tandem to help marketers reach the same audience on multiple devices with personalized messaging.

6.) Artificial Intelligence and Machine Learning Will Be Huge!

Top data-driven marketing companies like Google, Facebook, Amazon, Twitter, and LinkedIn are already actively using big data, artificial intelligence, machine learning and predictive analytics to improve their products.

For example, LinkedIn uses machine learning (the ability of machines to teach themselves from data they collect) to power their smart replies recommendation engine.

linkedin data-driven marketing linkedin smart replies

Google uses AI and predictive analytics to power their “autocomplete” search prediction engine.  Once you begin typing in the search box, their algorithm uses all the user data they’ve acquired to show you what you might be interested in before you finish typing. These autocomplete predictions are based on topics other people with similar search queries in the past have been interested in.

google autocomplete

Google’s latest product release RankBrain, uses predictive analytics and AI to decide which pages to rank in the search results, in real time. Its job is to understand searchers’ queries (keywords), measure how people interact with the results (user satisfaction) and then rank the pages that do the best job of answering their users’ questions.

Facebook also uses machine learning to power their “Website Conversion” engine. This is why they can calculate your cost per purchase and estimated conversions after 50 conversions. Their “machine” requires these many conversions (i.e., purchase data) in order to learn and predict which type of audience will better respond to your offer in the future.

facebook website conversion

Suggested Read: 
Data-Driven Marketing Case Studies (Progressive & Macy’s)

7.) Search Surpasses Social as the Main Referral of Website Traffic.

Although social media (rightfully) gets a lot of attention from marketers, search engine traffic has seen major growth over the last couple of years. That, in no small part, is due to Facebook’s recent algorithm change to their News Feed. With the new update, they punish brands’ and businesses’ organic posts in favor of personal posts from family and friends. Simultaneously, with Google’s latest release of RankBrain, top websites who publish great content are now seeing high returns from Google as opposed to social media sites whose algorithms are continuously changing and forces brands to pay for visibility.

recent report by Shareaholic shows that search engines were responsible for 35% of total website visits to the sites examined in 2017; whereas, social media networks drove only 26% of total website visits, with 18% of that figure coming from Facebook.

search vs social traffic report

Google Trends also supports the report above :

data-driven marketing trends

Knowing all this, smart marketers will actively pursue increasing their efforts and resources towards SEO in 2019.

So there you have it:  Seven crucial data-driven marketing trends to look out for in 2019 and beyond!

Now more than ever, businesses must put the data that they acquire from their customers into actionable insights that will create a great customer experience seamlessly across multiple channels. The brands and businesses that do this the best WIN!

Which trends do you think should be added to this list? Share it with us on Facebook or Twitter

Contact us to learn how Stirista’s award-winning data, digital advertising, and email campaigns can fuel your company’s growth.

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About the author

Stirista began as an ambitious project from an apartment in San Francisco. But as office space expanded, so did our client base. After a few short years, we have worked with the largest healthcare insurance provider in the world, the biggest telecommunication company in the US, and some of the most prestigious universities in the country. We are on the preferred vendor list for a handful of Fortune 500 companies, with three of the ten largest companies in the world turning to us for...

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