Role of big data in digital marketing


Role of big data in digital marketing

Marketing is a method of contacting clients and informing them about your product or service. It can persuade them that your product is superior to your competitors’ and that they should buy it without hesitation. Running a business without marketing isn’t running a business; it’s not running your business at all.

Traditional marketing approaches have been supplanted by “digital marketing” as a result of changing business trends and the environment. Simply put, digital marketing is the process of promoting a product through the use of the internet as a medium.

Digital marketing provides businesses with limitless potential to expand and reach a broader audience with significantly less effort and price. However, this is only achievable if a company utilises digital marketing to its greatest capacity and in the most effective way possible.


Because digital marketing is not a new phenomenon, and new developments are occurring all the time, firms must consider marketing strategies that go beyond social media and websites.

To be successful, traditional marketing necessitates the use of data. “Marketing without data is like driving with your eyes closed,” says Dan Zarella, a well-known author and social media expert.


So, here’s all you need to know about big data and why it’s so important in the digital marketing process.

What is big data?

Data management and big data are at the forefront of company concerns, particularly consumer data, which is now a valuable marketing tool.


The amount of data collected in the digital age is limitless and comes from a variety of sources, although it is typically dispersed across many information systems. For many businesses, centralising data is a difficult task. All of this data is frequently centralised in data warehouses (big databases) or a data lake in order to be altered (the data is kept in its original format, but all stored in the same place). The data acquired is stored and managed using a variety of innovative technologies.

Larger, more complicated datasets, especially from new data sources, are synonymous with big data. Because these datasets are so large, typical data processing technologies can’t handle them.

Here are the 4Vs of big data for easy understanding:

Here are the 4Vs of big data for easy understanding:


There are numerous forms of data in big data. Structured, unstructured, and semi-structured are the three main categories.

  1. Volume

The quantity or volume of “big” data is huge, as the word implies. It contains data from social networking platforms, point-of-sale systems, and ecommerce websites.


Truthfulness is what veracity entails. When it comes to big data, veracity refers to the data’s quality, accuracy, and trustworthiness. It is dependent on the data source.


When we talk about big data in digital marketing, we’re talking about the pace at which information is created and stored, as defined by the dictionary.

Big data and digital marketing

This is also true in the case of data in digital marketing. Here’s the thing: without data, marketing is meaningless. Data-driven decisions are (almost always) superior decisions. Data’s significance in marketing can be explained as follows:

Target Audience

Hiring people to improve your digital marketing efforts on multiple platforms, devoting a significant amount of time and attention to marketing activities – all of this might be for naught if you aren’t targeting the correct people. Finding the correct audience would have been exceedingly challenging for a business in the twentieth century. Finding the correct audience in the twenty-first century, with technologies capable of turning the world upside down, is not a difficult challenge.

Big data analytics aids in the identification of the appropriate audience. Everything is possible with specialised software, whose functionalities can be summarised as a centralised view of your customers. Gathering customer information about their browsing of apps and websites, interests, requirements, and expectations — everything is possible with specialised software, whose functionalities can be summarised as a centralised view of your customers. This type of solution, which is based on a number of cutting-edge technologies, has the following benefits:

Understanding Customers

To determine your target audience, you must first acquire information about the entire audience; after that, you must gather information about solely your target audience and focus on improving their user experience. This can be considered an extension of the previous point. It entails analysing the obtained data in order to customise marketing efforts for each customer.


This is beneficial in two ways. One method is to collect particular sales data in order to understand your consumers’ buying patterns and then implement marketing techniques such as sale discounts and offers in response. Second, if you are successful in making the best use of big data, your sales will improve naturally.

This is equivalent to shooting two targets with one arrow, as the company’s goal of increasing sales is met, and customers are pleased to get special offers.

Feedback mechanism

Big data and analytics allow a company to learn how its customers feel about its products or services. Posting on multiple social media networks on a regular basis is an important part of digital marketing. Gathering and evaluating data on the audience’s response can be quite beneficial. A company can learn about customer involvement, loyalty, and how they feel about their brand in this way.


Although many tools available on various social media platforms aid in the analysis of a company’s social media performance, big data analytics provides a deeper understanding of the customer’s expectations and thus serves as a good feedback mechanism.

Measuring growth

When big data analytics is used to gather information to promote a product or service, it can also be used to gather information regarding the results of a marketing effort. This allows a company to compare the cost of its marketing efforts to the results obtained. As a result, big data can be employed prior to, during, and after a marketing campaign.

Measurement of results in terms of tangible data will assist the company in learning from its mistakes, as well as allowing the company to demonstrate its success to the audience and competition.


The importance of big data in digital marketing cannot be overstated, just as it cannot be overstated in marketing. It’s as necessary — and visible — to food as salt is. With changing trends all across the world and the internet taking over most of it, business methods are destined to alter as well. Only those businesses that adapt to changes in the business environment succeed in the long run. As a result, the value of big data in digital marketing cannot be overstated.

Any firm that has a deeper understanding of the concept and practises of big data, as well as the proper approach that comes from that understanding, will succeed.



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