How Database Marketing is Changing the Way Companies Run Their Social Media Marketing Campaigns

By on April 9, 2018

Are you a business owner in search of his/her lucky break in the field of digital marketing? Keeping the current trends of online marketing in mind, your best chances are to try an organized social media marketing approach. Optimized social media marketing ensures that companies have access to customer information that ranges beyond a simple name and contact number. Databases have evolved beyond the simple RDBMS they used to be. Right now, they are nothing short of vast networks of customer behavior data, customer history, email exchange records, contact details and a lot more. Databases are now both expansive and expensive.

Big data and databases that hold them

The constant influx of large amounts of big data is making constant upkeep of databases extremely necessary. The job of database managers and data scientists are constantly evolving and becoming a little more complex with each passing day. Every company with an online presence now requires the aid of a DBA. However, does that mean e-commerce sites need to appoint senior DBAs and in-house data engineers, even if it is beyond their means?Why should you, especially when you have the option of appointing remote database administrator assistance? They provide the same services in-house DBAs, and they charge a lot lesser in comparison. They help with regular maintenance, management, and update of these complex cloud database structures that keep a company running.

How is database driven social media marketing helping companies?

You need databases to create a massive collection of actionable data about your customers. Your database will provide all the knowledge your company needs to create useful customer profiles and predict their future behavior on your site. All the information should only make your marketing approach more specific towards certain groups of prospective buyers. Based on user groups, your marketing team can target specific users on social media for targeted advertisements. This approach ensures reaching audiences, who genuinely care about your content. This makes advertising more cost effective than your regular CPC or PPC ad campaigns.

Driving high-ROI based marketing techniques

The power of social media user data enables marketing experts and database managers to create a new world of useful data that enables companies to create high ROI-based marketing campaigns. This is the primary reason the line between social media marketing and database marketing is becoming less prominent with each passing day. However, that does not imply that simply collecting the data will give your company the necessary edge. You need to utilize the data in your efforts to extend personalized content to each user. For example – based on user buying habits and past transactions, you can create your email marketing strategy. Sending promotional offers and introductory offers to old users as per their choice of products can increase customer retention and improve your site’s CTR. All these efforts converge with one aim – the increase of conversion rate, which is only possible with the fine tuning of data about customers from the database.

Providing what your customer wants

Each minute huge volume of data is flowing in from Facebook, Twitter, LinkedIn, YouTube and Instagram accounts of your users. They are sharing what they like about your products and what they think could use improvement. They are sharing their buying experiences and their interactions with customer care services. Without listening to their rants, it will be impossible for you to know which aspects of your site need improvement and which users need guidance. Social media listening tools like Hootsuite have been helping marketers for quite a few years, but without the right kind of database to store to the collected information, the listening approach can be quite fruitless.

Your company needs a new database that resides in the clouds, far away from the threats of hackers and malware attacks. A secure cloud is the first thing your paying customer wants to keep their data safe. Especially if your website supports online payments, you need to invest in proper encryption and firewalls for your cloud database. Modern databases might offer 24×7 remote accesses, but each access point requires multiple authentications for entry into the database. This is how a customer database cum social marketing database should ideally look like.

The architecture of a modern social media marketing database is inherently complex, but that does not make up for the security aspects. The ideal social media marketing database needs to be flexible, scalable, secure and remotely accessible to all the users with necessary authentication, but most importantly, it should make finding the right target groups a lot easier for all the social media marketing groups out there.

About Vinod Jethwani

Vinod Jethwani is the CEO and Founder of Walnut Solutions and he helps web based companies with his SEO strategies to grow their revenue. He started his career in 2007 as a software developer with an Indian based MNC and later in 2011 became an entrepreneur. Follow him on Twitter or through his blog.
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