If only we had the ability to think
like our customers even better still, to be able to realise who our target audience
really are and what demographic they are in. The truth is we have so much
readily available data about or customers or potential customers that we can
gather valuable information and use it to target them with a particular product
or service. Think about it, not a day passes where the majority of people haven’t
spent time on the internet leaving a trail of information behind them as they
venture in the online world. This data should be gathered analysed and used to
the benefit of an organisation. There are so many analytic tools at your disposal
that you can take advantage off. I will now list some of the most valuable
analytic tools that as a marketer you could use.
You tube analytics: To find out who your real audience is, click on the ‘demographics tab’, here you’ll find information about the location and age of the people who watch your videos. Once you know who your audience is, you will be able to produce more personalised content that caters to their needs and increases conversions. You can also gain some information as to at what stage to people turn your videos off. In this instance you can have a pop up that directs them to your website ten seconds or so before the estimated time of departures.
Google trends: Using google trends you
can see if your assumptions about the interests of your customers are correct. Take
for example the rise in the makeup industry. Your marketing team could use Google analytics to see what makeup videos are trending. Google trends will also
show you the most popular searched topics in your niche. Once you have decided
on what areas or topics your customers wants to know more information on you
can create and target them with the appropriate video or advertisement. Google
trends can provide essential customer insights if used correctly.
Google analytics: Google analytics is
one of the most popular analytics tools on the market. It has the possibility to
track the traffic of your website along with the performance of various web
pages. One of the best benefits of Google analytics is the Goal funnel option.
This is really important for those involved in E-commerce. Goal funnel provides
all the URL links that the customer clicks through when making a purchase. This
provides you with the information of how many people are actual going through
the process. More importantly it will show you the stages that people are
abandoning the purchase which can provide you with the data needed to improve
the stages and steps needed to make a purchase.
Social Mention: Social mention is a
free real time tool that allows you to monitor your performance on social
media. It monitors and gathers all the social media mentions of your brand into
a single stream which include hashtags. It gives an in-depth analysis of data
and measures influence in four categories: sentiment, strength, passion, and
reach.
The above mentioned are just some of
the ways in which marketers can increase the information through gathered data to
provide a better service for the customer, create new innovative ideas and to
endure they are targeting their product or service at the correct demographic.
