The advancement of technology has allowed brands and growth of technology has grants companies the opportunities improve its marketing strategy and performance. Certain brands have adapted to emerging trends and these presents many opportunities for these brands. “Fifty-seven percent do not use a centralized database to track and analyze their marketing campaigns” (Jeffery ,2010). This statistic presents distinct advantages for certain brands that are willing to use its data to improve its marketing efforts. The effective use of database marketing can help a brand generate personal communication to its customers and differentiate its brand among competitors.
The use of social media data can help because social media can have a big impact on database marketing. “Today’s databases contain a vast amount of information on web activity, social media interactions and other online behaviors linked solely to email addresses” (Macinnis,2012). When social media data is examined, two types of interactions can be tracked and analyzed. The first is based on a customer’s direct interaction with a brand’s social profiles, this involves creating content, commenting on content, and reviewing products. The second interaction involves the interactions customer have with other consumers, this involves the sharing of content. These interactions can help marketers gain insights, create personas, and create target segments that can help build brand affinity.
Jeffery, M. (2010) Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know. Hoboken, New Jersey: Wiley Publishing.
Macinnis, B. (2012, March 7). Social Media’s Impact on Database Marketing, Part 1. Retrieved from http://www.targetmarketingmag.com/article/social-media-impact-database-marketing-part-1/
Thomas, S. (2016, February 11). How Social Media Marketing, Data Mining and Database Administration Help Your Business. Retrieved March 30, 2016, from http://www.socialnomics.net/2016/02/11/how-social-media-marketing-data-mining-and-database-administration-help-your-business/