Adaptive Marketing: Why Data Will Make You a Better Marketer

Marketers should actively track and respond to consumers in real-time and here's why.

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Why Data is Important for Marketers

So what are you looking for in the data?

A majority of the good insight is information that the general consumer is unaware that they are giving you because as a marketer you’re simply monitoring their normal habits.

These activities such as when they are most active online, what information they share with friends and what type of devices they are using. Of course, there is much more insight and data that can be collected but the goal is to find out where your audience is heading and how you can meet them there.

Today’s digital age is comprised of rapidly evolving technologies, platforms and habits of consumers. It’s become even more important for small businesses to engage and exchange information with their target audiences. So in that sense it’s probably better to call it a “connected age” in which brands should create strategies that are nimble like startups. These same brands must constantly strive to build connections that will provide sustained value for their respective audiences.

The best marketing still creates an emotional connection with its audience. However, instead of just measuring what a campaign did, marketers can utilize empirical data to pre-inform a gut feeling. Doing so at least gives brands a starting point to engage and exchange information with their audience.

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Photo Credit: Madewell

Bryan Young is CEO of digital agency BEC, an adaptive marketing firm based out of Raleigh, NC. At 25, Bryan was nominee for Ernst & Young Entrepreneur of the Year and named a Top Entrepreneur under 25 by Businessweek. Bryan has run adaptive marketing campaigns for the likes of the Democratic National Convention, CLT Airport, Clinique and Colliers International.

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