Customer Data in the Age of Digital Marketing

 We are going to imagine that Customer Data must be explained for someone who does not have any knowledge about this theme. It is basically when people use the internet and they leave the information on websites, Apps, Blogs, online purchases, etc. (Google, n.d.) Customer data is impacting directly to Digital Marketing; creating a solid relation to developing strategies that could drive better business objectives. 

 Data is being collected every time by companies; real-time is one of the advantages that nowadays this useful tool has, and the benefits would be reached if marketers could understand how to embed the customer in marketing decisions. 

 The Benefit and challenges of customer data for marketing

Data-driven decision: It can customize products and optimize promotions on a real-time basis to individual consumers. (R. Cluley, W.Green, Richard Owen, 2020) 

Marketing Efficient: Companies can improve their activities as marketing communication targeting better using location, purchase history and customer behavior. (Botibol, 2018)

Democratize Data: To be more efficient, companies are democratizing data because it could create better decision making and allow every single person in a specific team can be informed about specific situations. (Matisoff, n.d.).  The challenge of companies will be developing software and increase the budget in terms of training to involve the teams in data. For example, one of the first barriers which they should break silos, which basically refers to the mentality when companies do not want to share information, tools, and goals with other departments.  

Customer data is one of the key elements in Digital Marketing. Companies have started already, but they need to face the challenge, as Bernard Marr bestselling author of “Big Data in Practice said: “There are no gatekeepers that create a bottleneck at the gateway to the data. (Marr, 2017)

References: 

 Botibol, A., 2018. www.bluevenn.com. [Online] Available at: https://www.bluevenn.com/blog/benefits-of-database-marketing [Accessed 18 February 2020].

Google, n.d. Support.google.com. [Online] Available at: https://support.google.com/google-ads/answer/9004362?hl=en [Accessed February 18 2020 ].

Marr, B., 2017. www.forbes.com. [Online] Available at: https://www.forbes.com/sites/bernardmarr/2017/07/24/what-is-data-democratization-a-super-simple-explanation-and-the-key-pros-and-cons/#1d3fd00a6013 [Accessed 19 February 2020].

Matisoff, E., n.d. adobe.com. [Online] Available at: https://www.adobe.com/insights/data-democratization-is-crucial-to-your-business.html [Accessed 19 February 2020].

 R. Cluley, W.Green, Richard Owen, 2020. The changing role of the marketing researcher in the age of digital technology. International Journal of Market Research, Volume 62(1), pp. 28-42. Business Source Complete, EBSCOhost [Online]. (Accessed: 18 Feb 2020).