Let’s be clear – online marketing is much simpler and more effective compared to traditional marketing. That’s why digital ad spending has surpassed TV ad spending.  Yet, this doesn’t mean that you should opt for the first marketing method you find and start a marketing campaign right away. Similar to traditional marketing methods, not every online marketing method is equal. Some of them are better for specific industries while others work only in specific situations.


Generating more sales leads and boosting web traffic are the two things that every business owner present on the Internet is trying to achieve. Many of them are following the latest trends in order to figure out what kind of marketing approach their business needs. Obviously, it’s a good idea to be informed well, but sometimes sticking to the basics is the best option. This is the reason why we would like to suggest the good old data approach to marketing. If you do some research, you will realize that this is a much smarter option than following the latest trends and here’s why.

Strengthening Your Brand Name

With the help of a data approach, you can understand the new realities of the market that are preventing your small or mid-sized business to become part of the group of most successful businesses. With the help of data and information analysis, you will be able to enhance the marketing channels used for advertisement and promotion and boost customer engagement. In other words, you will be able to make your business stand out from the crowd. This is definitely something that you will need for lead generation.

Targeting on a Micro Level

Thanks to the analytic tools that allow us to gather marketing data, marketers are able to target the right audience on a micro level. To put it simply, the data approach lets you get in touch with the audience with a personalized message. Needless to say, this approach will result in more conversions which is one of the basic marketing goals. If you include a detailed database in your marketing strategy and use personalized communication you can rest assured that you will have a greater impact on your potential customers. Numerous surveys have confirmed that there is a greater chance for today’s customers, who are by the way well-informed customers, to use the call to action when the marketers use personalized messages.

In order to create a message like this, you have to collect data that will reveal some basic characteristics of your target audience – their location, their purchase history, their hobbies, their interest, their age, gender and more. Remember that the behavior of customers is changing and only by taking data into consideration, you will be able to create effective marketing campaigns.   

Optimization of Marketing Channels

Another thing that we would like to point out is that the use of a data approach to marketing can help you optimize literally any marketing channel. If you analyze this data, you will get familiar with the things that your target audience finds interesting and attractive. You will also find out what the best way to approach these people is. In the end, you will realize the things that have an impact on their decision to become buyers. So, using this data and information can help you optimize the marketing channels you use by offering improved customer experience.

There are literally millions of small and mid-sized businesses out there and you have to do something to make your business visible. Optimizing the marketing channels is one way to stand out.

Upselling and Cross-Selling

Things have changed a lot in the world of business in the last decade. Modern businesses can’t rely only on sales. Business owners and marketers have to look for new ways to boost the income generated from consumers. This should be another of your top marketing goals. The marketing data you have can help you determine which products can be sold more often to loyal clients. If you know their preferences, you can easily offer some additional products and services they will probably like (cross-selling). In addition, you will be able to sell them upgraded packages and better and more expensive products/services of the same kind.

These are just some of the reasons why we prefer data approach to marketing. Of course, you can always add some new marketing approaches, but you should lay the foundation of your marketing strategy with data.