Within many industries, including marketing and advertising, the theme of “big data” has grown heavily in importance over recent years. Data is utilized in marketing circles for numerous purposes, including the one you may not have even considered entirely: The active creation of marketing designs, materials, and promotions.
How does this work, exactly? Some people struggle to see the connection between large datasets and creative pursuits like designing a logo or a new brand color but those connections are present. They should be considered for all your online and offline marketing materials. Here’s everything you should know about this realm.
1. Big Data for Online Marketing
The area where big data is most well-known within marketing is, of course, online marketing. This is where data tracking and analysis are most precise and where you can get the most specific information regarding user behavior.
Platforms like Google Analytics are a big part of this; they allow you to see how people interact with your website, what pages they visit most (and least), what items they add to their carts (and abandon), and all sorts of other information.
This data can then be used to design a better user experience for your website or ecommerce store. By understanding how people are using (or not using) your site, you can make changes that will encourage them to stay longer, buy more, and come back again in the future. All this data can be used to inform your marketing designs on and off your website.
Most businesses, at least those in good marketing hands, already utilize many of these simple themes. It’s the other side of the advertising coin, though, where big data doesn’t get enough attention including in situations where it should. Our next few sections will go over this.
2. Data and Logo Design
As we noted above, some people struggle to see the connection between big data and a process like business logo design. How does all this user information help you develop a good logo?
The answer is that it doesn’t not directly, at least. What big data can do, however, is give you a better understanding of your target audience and what they respond to most. This, in turn, can help to shape the style and messaging of your logo design.
For instance, if you know that your target market is mostly made up of millennials, you’ll want to avoid anything that looks too “old-fashioned” or stodgy. Likewise, if you’re targeting parents of young children, you’ll want to make sure your logo and branding are family-friendly.
Big data also helps with something called A/B testing, which is basically a process of trying out two different designs (or versions of the same design) to see which one performs better. This is often done with website designs but can also be used for logo design.
You might create two different versions of your logo and then use big data to see which one gets more attention, generates more sales, or produces other desired effects. From there, you can choose the “winning” design and continue using it.
3. Big Data and Other Marketing Designs
Big data can also inform other marketing designs, both offline and online. For instance, if you’re designing window decals for your retail business, you might use data to choose the best size, shape, and colors for your design. This same process can be applied to things like flyers, business cards, postcards, and just about any other type of marketing or advertising material you can think of.
By understanding how people interact with these materials, you can make changes that will encourage them to take the desired action, whether visiting your website, signing up for your email list, or coming into your store.
4. Don't Get Bogged Down
It may seem strange for us to give a disclaimer so quickly, but you mustn’t get bogged down in all of this data. There’s a lot of it out there, and it can be easy to get lost in the numbers.
The key is focusing on the most relevant information to your business and goals. You don’t need to track everything; just choose the metrics that will give you the most insight into your customers and your business.
From there, you can start to make changes to your marketing designs, both big and small, that will impact your bottom line.
5. Context is Vital
Along similar lines, data for the sake of data isn’t going to do you any good. Just because you have a lot of it doesn’t mean it’s all useful, and that’s where context comes in.
When looking at your data, always ask yourself how it can be applied to your business. What does it tell you about your customers? How can you use it to improve your marketing designs?
Asking these questions will help to ensure that you’re using your data in the most effective way possible.
6. Data Overload is a Real Problem
We’ve all been there: You sit down at your computer, ready to get some work done, and before you know it, hours have passed, and you’ve accomplished nothing. This is often due to data overload, and it’s a real problem when using big data to inform your marketing designs.
The key is to be very selective about the data you’re using. Again, focus on the most relevant information to your business and goals. Once you have that, you can start to make connections and see patterns you can use to improve your marketing.
7. Make Better Decisions with Big Data
Big data is a powerful tool, but it’s only as helpful as you make it. By being selective and focused on your data usage, you can ensure that you’re getting the most out of it and that your marketing designs are better for it.
It is changing how businesses operate, including in the world of marketing and design. By understanding how big data can be used, you can give your business a real advantage.
In conclusion, the use of big data in marketing design conceptualization has become an essential tool for businesses to stay competitive in today’s market. Big data can provide valuable insights into customer trends, behaviors and preferences that help create targeted campaigns.
Additionally, understanding how customers interact with digital marketing strategies is paramount to creating effective campaigns. Businesses must recognize the power of big data and use it to their advantage by implementing tools such as analytics platforms and user segmentation.