In this day and age billions of people all over the globe use technology. When they do so, they leave a digital footprint we can freely access to make informed, smart marketing decisions.
As a digital marketing agency, here are some of our superfast, easy to use tools we use to help us to identify opportunities for our clients. To showcase the ease of use, I have provided practical output on how you could use these tools.
1. Where can I reach my target audience?
If the brief was to target nurses for a training seminar in Cape Town, I would use Facebook and LinkedIn. Through their job descriptions, we can quickly see in the example below that we could reach 5,000 nurses across both platforms in the Cape Town area. Once you know the size of your audience you could strategize your campaign.
2. Is there a market for my product or service?
If you were tasked to launch a new health insurance brand in South Africa – you could see the interest for health insurance for the last 5 years. To contextualize the interest, you could compare it to car insurance, life insurance, pet insurance and home insurance. With the data below you can see how much more popular car insurance is than health insurance. Whilst health insurance interest shows strong consistency – it does not show signs of steady annual growth.
To get a better indication on exact search volumes you can use Google Keyword tool and see how many searches there are a month for ‘health insurance’. On the below visual ‘health insurance’ does not appear to have the same search volumes as car insurance, but the cost per keyword click is significantly less. Looking at the lower cost, you could make a case that the cost per client sign up could work out significantly less than car insurance.
Google AdWords Keyword Tool
3. Is the interest for my brand growing? How does it compare against my competitors?
In this instance, if we were working on one of the brands, we would be able to make an assumption on whether the brand interest is on the decline, stagnant or growing. Plus, how it was performing against similar brands in its vertical. The most important rule of data is to compare it to other data to assess performance. Interestingly, in certain categories online interest is heavily influenced by offline media activity. On the example below you’ll see how Spurs’ recent incident caused a spike in interest.
To summarise, there are incredible opportunities for marketers all around. We now have more access to data than ever before. When used to aid our strategic efforts – we are capable of doing much more than were able before. If you really want to see some action, unleash your creative team with these tools!
If you enjoyed this post, feel free to sign up to our newsletter to get more strategy posts in the future.