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Will Big Data get Bigger in Digital Marketing World?

Thu Jan, 2013 by

Nowadays, if you read the news, attend conferences and seminars, all you hear are conversations about so-called “big data”, its importance and growth especially in technology and services markets.

It’s hard to believe, but…
In 2013, as the Digital Era progresses, customers, businesses and devices are generating more and more digital data, a volume of which is increasing daily with a huge speed. Just to get your head around it, since the beginning of time until 2003, humans generated 5 billions gigabytes worth of data. Today, in contrast, we generate this amount of data every 2 days (Wikibon). How is that possible? Well, just think about your everyday life: searching, communicating, sharing, buying, browsing – all that creates an enormous amount of data. Moreover, according to the predictions made by KPCB, the amount of digital data created and shared will double by the end of 2015.

What does “big data” even mean?
The concept of “big data” refers to huge sets of data that are too big to be handled by the traditional management tools and data processing applications.

You may say this idea has been around for a while. And you are right. However, many companies are underestimating the power of “big data” and the troubles the unstructured digital data may cause to the business if the optimization would be ignored.

Pros and Cons of “big data” in Digital Marketing
For digital marketers, “big data” mainstream is a golden coin and a key to success. However, as they say, there are two sides of a coin.

On one hand, marketers have access to powerful information that can positively influence the way they promote things. Now, using social media like Facebook, Twitter, LinkedIn, Foursquare or Instagram, companies that have their digital marketing strategy sorted out can discover and analyze customers’ insights, including their needs and preferences.

On the other hand, with a constant growth of new digital marketing tools, the amount of unstructured digital data is increasing and the ability to structure and measure it has become a serious issue for digital marketers.

How we should deal with a huge flow of unstructured digital data?
Well, this is a question that everyone is looking an answer for. There is no unique strategy for that. However, here are some tips you might find useful:

  • Don’t make a mess of the data that can bring you some deep insights. Customize and optimize the content you are targeting your customers with to get more valuable data in return.
  • Have a strategy for the data you are collecting to support and drive business objectives.
  • Pay attention to upcoming trends. If they say it’s a mobile year – go for it. Make sure you are prepared to target your customers with the mobile optimized content.

So, “big data” is definitely getting bigger; therefore, a lot of things have to be considered by companies in order to make it work for their own good.

- By Elena Nadtochiy

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