As per a study “Matching customer identities across multiple devices was most important for 74% of marketers”, (Go-Gulf).
Do you know why? Because customers today use more than two devices or platforms while making a purchase.
Hence, the focus is more on the ‘online identity of customers’.
As a matter of fact, you need both online customer data and offline customer data to create a holistic profile of customers.
Yes, let’s discuss in detail online customer data and how you can leverage it in advertising.
What is Online Customer Data?
Online data or the online identity of customers is the data collected from online customer interactions. It involves any information about the site visits, landing pages, social media interactions, click ads, and so on.
Usually, online identifiers are captured in the form of cookies or ad ids. These ids are captured when a customer enters a website, app, social media sites, and more.
How Are Marketers Leveraging Online Data?
It’s a known fact that online data is the lifeblood of online marketers because it is online data that helps them understand their audience and reach them with relevant campaigns.
Online data has a lot of use cases in the digital world. They are:
- Helps in gathering customer information
Customer data is nothing but customer information and this information is quite important for brands. Marketers gather their customer data so that they can make more informed marketing decisions.
- Segmenting the target market
You can’t be successful without knowing who your target audience are and what they need. So, when you gather online customer data, you can segment the data and divide your target customers. Therefore, facilitating you in reaching the most relevant target audience.
- Creating complete customer profiles
Now most customers engage in cross-device or cross-channel marketing. Hence, it’s essential for you to create a holistic view of your customers. You can build complete customer profiles by combining online data and offline data. Thanks to data onboarding platforms and identity resolution platforms that make it an easier process.
- Constructing an Omnichannel Presence
Customers today visit at least 2 devices or platforms while making a purchase. In fact, they are everywhere across the online and offline space. As a brand, you should be able to target relevant customers wherever they go. So, creating an omnichannel presence is most crucial. Online data is one of the key ingredients in constructing an omnichannel presence.
Overall, customer data is the driving force behind the marketing space. You need to leverage it in a privacy-compliant way.
Whether it is online data or offline data, you need to leverage it in the most useful way possible. You can scale up your business by reaching the relevant audience and improve conversions with the help of online data. Ultimately, it depends on your skill and strategy to improve your ROI in a data-driven way.