The growth rate of the online marketplace is practically immeasurable. There is no stopping this exponential growth, and there are no indications of it slowing down anytime soon. Businesses everywhere are trying to develop strategies to leverage this growth, and it has inevitably increased competition in various niche markets. What is evident now is that at this juncture of amazing technological inventions, just having an eye-catching website will not be enough to strengthen a brand’s foothold in the digital arena. There is an acute need to leverage new technologies for increasing brand awareness.
While digital marketing is needed for growing a company’s online presence, its success depends on several factors. One of the most critical elements is the strength of the company database. Despite being one of the most vital components for the success of online marketing, the database often gets overlooked due to a lack of knowledge, resources or time, which are heavily spent on architecture, design and search engine optimization. In light of the current trends, there is no way a business can make a truly memorable impact in the online space if it does not use its data in the best way possible. It is thus necessary to choose a reliable database management platform/service.
There are multiple benefits of selecting a robust database management service provider:
Boosting brand trust: A website, when backed by sound database management, can function smoothly and provide the brand with significant returns. Visitors can keep browsing it for longer, have live chats with representatives, fill up forms on landing pages and so on. This instant and uninterrupted connection increase trust in the brand. With a robust database of prospects, the brand can send relevant emails to them, follow up with them and even wish them on festivals. These efforts never go unnoticed and help build trust and loyalty among customers.
Leveraging data analytics: There is a large volume of data buried in different sources. Manually sorting through them can be challenging and analyzing them is even more so. Data analysis is another important task that can become smooth and hassle-free with a robust database. It provides brands with a more precise idea of its the business and how it is faring in a competitive market. It makes it easier to target specific segments of the potential buyers when analytical data is backing every move. That, in turn, ensures a better return on investment (ROI) for the brand’s marketing campaigns.
Ensuring uptime: A business website cannot afford to stay down for too long. Visitors will instantly turn to a competitor’s site. However, with robust database management, this would not be an issue. A website’s performance and uptime improve if its database is maintained well. The more uptime your site gets, the better it will cater to your target audience, thereby benefiting your business.
Database management is indispensable for marketing automation, yet poor quality database management is a common problem that many organizations face. In fact, many admit that some of their clients, both prospective and existing, have received irrelevant product information in the last few months, which have somewhat annoyed them. Organizations, especially the ones that are planning to deploy a marketing automation program, are often left questioning the quality of their own data and the effectiveness of their data management techniques.
Active database management is a complex task and requires the unwavering attention of online marketers. What they need to do is:
- Marketers rely on existing data to qualify their leads. The quality and context of the data are, therefore, extremely critical as the quality of the lead will depend on them. The information stored in the database about prospects, for example, their name, phone number, email, title, industry, and company, form the bedrock of the marketing strategies but more information should back them. Everything from the prospect’s behavioral data to historical data to the website, stores, and sales can be valuable assets to the marketing team. Marketers should ensure that the database is capable enough of providing a holistic picture of each lead.
- Data compliance is another step that marketers should be particular about. It requires assessing the quality and reliability of existing data, creating a standard format for data entry, and updating the same systematically, and finally ensuring that new data is being regularly audited to meet defined parameters.
- Marketers should then identify the sources of the data that matters the most and integrate to bring them all together. Standardizing all different data formats is crucial. Here, a brand can choose to leverage a business intelligence platform and transform various data formats into logical groupings as the business requires.
It is essential to understand that the process of database management does not end if a brand decides to go through with marketing automation or implement a Customer Relationship Management (CRM) system in their organization. It is a never-ending process that requires continuous attention. Once it starts, it never stops. Even though inadequate levels of database management were a concern in the recent past, in the last couple of years, companies have started waking up to the need for data quality management. Experts at RemoteDBA.com suggest that the quality of the data ultimately boosts the marketing efforts.
Today’s marketing managers are particular about their marketing data and how it is used. They motivate their teams to improve the data management abilities. While the IT department can provide valuable inputs about data quality systems and solutions, the improvement rests on collective efforts of both IT and marketing teams. In conclusion, it can be said that by building a sturdy data management foundation, brands can significantly improve their marketing outcomes.
Sujain Thomas is a database management executive. She closely works with marketing teams of various brands to help them understand the importance of good quality database management. With her assistance, she has made the marketing strategies of many brands more effective. Serena has also written many articles on the importance of good quality database management, especially for digital marketers. RemoteDBA.com features many of her writing.