As a part of the human kind, we do realize the importance of traces, imprints and just mere memories; they are just a form of data stored up in our minds. Likewise, the whole of this earth is a big scrapbook of databases available in varied forms, stored through multiple methods, locations and so on. We have always utilized data as a reference point since time unknown and it is actually an integral part of our existence. However, the term Big Data was coined in the year 2005 by Roger Mougalas of O’ Reilly media and it has been transforming the way we have thought and utilized data, and has undeniably been revolutionizing Technology Marketing too.
Big Data includes both structured and unstructured databases and are available in colossal quantities and on real time, have varied forms, stored up in multiple ways, accessible through more than one channel, and are complex in nature due to its magnanimity. One of the greatest thing you can do with big data as a marketer is to track down the consumer behavior including the past and the present both. The growth in technology and the decrease in the prices for cloud computing has impacted Big Data in more than one ways because initially only the large scale companies used and bought them but it is now consumed by the medium and small scaled industries equally, and conveniently.
Let us now turn our attention to the following 5 ways in which Big Data has affected Technology Marketing for the better-
1. Consumer behavior tracking
The kind of opacity that any marketer encounters while marketing has always revolved around what the consumer might be seeking, how to trace them and how could he/she can launch a lucrative marketing campaign for the brand? Big Data answers this for you big time as these are not like traditional static models of storing data, they are cloud computed and are in a constant state of movement. You know how data is- capricious! The fact that they are associated with humans make them like this by default. Such data detangles many knots in Technology Marketing because the buyers of the technology market are anyways seeking for the perfect solution which makes them travel into numerous vendor sites frequently, and, Big Data champions in tracing the consumer behavior online- data of online purchases, browsing pattern, click through rates and other social behaviors of the buyers over the internet.
2. Magnanimous database
There are few things in life which are a total opposite to the meaning of the name attributed to them, or sometimes even irrelevant. However, it’s not like that with Big Data because it in factually Big! In quantity and variety. Sounds good, isn’t it! As someone who is into Technology Marketing or any other genre of marketing, data is your buddy and the larger they are in number the more beneficial it is for you. And, the horizon till which you can assimilate consumer data is limitless but it is up to you to tap in what works for your brand. Pool in the appropriate data through these Big Data analytical tools like- Clicktale, Mixpanel, and Plotly etc.
3. Genuine Buyer persona
B2B marketing is anyways fragile in many angles as you need to put your feet in the shoes of your target audiences as much as possible. The urgency of seeing the effectiveness of the product being marketed to the technology buyer is much more than any other sector. So, the insights extracted from Big Data about the buyers’ actions will help you formulate a genuine buyer persona, frame the appropriate pitches and, moreover, you will gain genuine inputs on where exactly could your products and services could fit in. Even the marketing tools like targeted technology users list like say, Adobe users email lists can be utilized in a better way with the visions inculcated by studying the social nature of the consumers via Big Data. In this way you will probably be able to execute a worthwhile Technology Marketing campaign with not just a pinch of efficiency but with a generous amount it.
4. Easily accessible data
Big Data is easily accessible as they are basically over the internet and the decrease in the prices for cloud computing services and software has made it more convenient for the businesses and concerned individuals to garner utility from them accordingly. Yes, they are humongous but they can be segmented too. And, they will substantiate the Technology Marketing strategies noticeably because a thing called buyer’s persona and various anticipations based on data wouldn’t exist if there are no relevant reserves of data to scroll through and analyze. The data we are talking about has its share of complexities but your efforts to squeeze in the required set of insights will be worth everything you put in to get them as the depth of information you can collect about the consumer is more than their name or contact details.
5. Google Trends
Simplify your work as an executive for Technology Marketing by adapting Google Trends as a way to mine in more potential from Big Data. This public web facility will help you to make an analysis of what’s being rigorously searched by your target audience over the online search engine. Getting acquainted with such trends will provide you with enough clues to figure out what all to include in your web content and what are the topics that’s been taking rounds over the internet or indirectly let’s say the consumers mind.
The power of Big Data is so intricate that it’s almost spooky and yet it is not something that breaches the personal premises of an individual legally. They are the accumulated information of the people the moment they take a sojourn over the internet to seek for answers, to make purchases, and for other commercial or personal reasons, mostly with a certain set of objectives in their minds. Such data is only increasing as the time is passing by and the insights that the marketers can get from Big Data is indeed a Big deal! Its potential hasn’t been explored fully but it has already started creating waves in Technology Marketing and marketing for other genres of businesses as well.
“Big Data is about having an understanding of what your relationship is with people who are most important to you and an awareness of the potential in that relationship.” – Joe Rospars (Chief Digital Strategist, Obama for America)