Powering brand marketing strategies with connected data plays a huge role in the outcome of a brand growth. The success or failure of every brand and marketing strategy largely depends on precision, personalization and real time insight. All of these are made possible through connected data.
In the world of marketing, connected data is the practice of linking and integrating data from various sources to gain a more comprehensive and insightful view of customer behaviour and business operations.
This approach offers a robust opportunity to map relationships between data sources to provide context and increase the value of existing data to a brand.
According to research experts, by harnessing information from various touchpoints such as social media platforms, websites, customer service interactions and purchase histories, brands can gain a 360-degree view of their consumers.
This perspective enables them to craft highly targeted strategies, predict behaviour and deliver experiences that truly resonate.
For instance, brands like Jumia and Konga have over the years leveraged this approach to enhance customer experience and drive brand growth.
By analysing customer data such as purchase history, browsing behavior and preferences, they are able to tailor their product recommendations and marketing campaigns. This allows them to improve conversion rates, boost loyalty and ultimately increase sales.
It also helps them to make informed decisions about inventory management, pricing strategies, marketing campaigns and operational efficiency.
Also, MTN Nigeria uses connected data to drive brand growth through data analytics, personalized marketing and digital inclusion initiatives. The telecom giant reportedly analyses customer behaviour and preferences to tailor its services, offers and communication strategies with a view to enhancing customer engagement and loyalty.
The company also focuses on digital inclusion, affordable data plans and expanding 4G/5G coverage to bring more people online, contributing to a broader brand reach and overall market growth.
Research experts believe that the power of data is not only limited to access to information but also lies in integration and interpretation of collected information.
Contemporary marketing platforms that are equipped with Artificial intelligence and data analytics tools profoundly empower marketers to convert a large number of data sets into actionable insights. They reveal patterns, preferences and pain points that can be addressed in real time and turn every customer interaction into an opportunity for growth.
For brand success and effective marketing strategies, connected data is more than just a tool. It is the lifeblood of any marketing team that truly means business.
It does not just offer a competitive edge; it helps brands stay relevant, lead the conversation and ensure that every campaign is grounded in evidence and not instinct.
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By Seun Johnson
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