Every business in one way or the other has access to data corresponding to their customers, competition, and market. Naturally, to stand out from other businesses and to ensure competitive advantage they need insights from other areas.

Mobile data to feed Mobile Marketing

Key areas of mobile marketing with Big Data

Data is everywhere and marketing initiatives today cannot but leverage the scope of this exponential volume of digital data. But what are the areas of digital marketing where the role of Big Data already proved to be big? Let us begin our inquiry with some valuable data. According to Forbes customer analytics spearhead the bandwagon with 48% of Big Data use cases followed by operational analytics with 21%, fraud control and compliance with 12%, R&D with10% and data warehousing in enterprises with10% of Big Data use cases. So, although the use of Big Data analytics in different business verticals is yet to reach its pinnacle, enterprises are increasingly taking positive steps to incorporate Big Data to add value to their business operations.

Knowing the effective pricing and monetization model

In a highly competitive scenario where every business is trying to make a solid foothold with an attractive pricing while keeping the bottom line a promising one with a great monetization model, a business cannot help but taking help from competition and customer data to know what type of monetization will work best and how a product can be intelligently priced.

Now, apart from fetching this multi-layered data, any other customer and market data that can offer insights about the likelihood of buying your app or preferred pricing or effective monetization model of that niche, can be hugely helpful. This is where Big Data broadens the scope of your traditional analytics several folds by contributing more layers of information and data-driven insights.

Customized marketing

We are already too aware of it in more ways than one. It is already the biggest mover in the world of marketing. No longer ‘one message suits all’ kind of marketing ensures any traction or user engagement. It happens principally because of mobile devices. As we seldom leave our handheld devices, the device sensors easily capture how each person prefers to use the device and a whole array of use patterns for apps and features.

On the one hand this gives businesses a whole reserve of valuable customer insights, and on the other hand, users also have a distinct sense of personalization with the device and apps. Naturally, businesses cannot help but deliver messages, promotions, offers, services and products as per the user preferences, location, context, and constraints. This personalized and highly individually targeted marketing needs more customer and device data and analytical power to achieve this feat. No wonder, Big Data analytics is increasingly being banked upon by businesses to make highly targeted and individual customer-centric marketing possible. 

When social media is Big Data

We already know the game-changing role played by social media for businesses. Today, social reviews are ahead of the web, SEO and other digital avenues in influencing buying decisions. Naturally, social media is targeted by customers and businesses alike to get lucrative offers, share experiences and drive sales. Moreover, it is where businesses find their prospective customers often off-guard. Yes, just analyzing a few hundred Likes, comments, shares and the friend circle, the profile of a customer along with his buying habits, preferences and dislikes can be clearly assessed. Thus, social media data with its multifaceted and huge volume of data just offer the ideal data reserve to get hold of most important business insights.

On the other hand, businesses trying to make a better impact on social platforms with their promotions and social branding can fine tune their data-driven insights with Big Data analytics. This reciprocal and intertwined role of Big Data and social media will continue in the time to come.

To conclude, the impact of Big Data on mobile marketing will continue to get bigger and bolder. Apart from this increasing influence, Big Data will also have more reciprocal values from the increasing mobile presence of enterprises.