It is easier than ever to find out new information or share your own personal ideas nowadays because of the advancement of technology. But this information, while appreciated by everyone, is even more valued by marketers. According to the whitepaper article “From Information to Audience – The Emerging Marketing Data Use Cases,” this is probably the most significant commercial opportunity since the World Wide Web emerged. The ability to receive “big data” allows marketers to better understand consumer thoughts, meet the needs of consumers at the perfect time, and create and maintain long-term consumer relationships.
This big data can be obtained through various platforms like news websites, blogs, Facebook, and Twitter among many other methods. Along with that, anyone with access to the Internet can contribute to this data production. Consumers share thoughts on brands and products while also spreading industry and company information. It is key for marketers to understand this information. But, because anyone can share information through virtually any platform, it is essential to weed through the information to figure out what is actually reliable and use it to make customers happy and a profit.
The Whitepaper article included an example involving Catalina Marketing and how this company used the data with their clients. This marketing firm used sales information from both online as well as offline, making it easier to really comprehend what the data is showing.
It is clear how these studies are beneficial for marketers, but do you think these studies are useful for consumers as well?
What is the best way for a company to take advantage of all of the “big data” online?