Audience Data vs Audience Insights: How to leverage data for more successful campaigns

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Why Marketeers Can no Longer Rely on Their Own Data
Virtual Data Room

Whether you are the owner of a brand, the chief marketing officer (CMO), or simply a member of the marketing team, knowing how to produce a successful marketing campaign is critical when it comes to increasing brand awareness, brand recognition, and brand exposure.

In order to attract customers, your marketing initiatives must be able to appeal to and entice potential customers – but, how?

Don’t overlook the importance of your audience and what they can provide you with (apart from profits!). In particular, gathering audience data and gleaning insights from this can help you in creating effective marketing campaigns.

So, how do you do it?

Audience data

First of all, you will need to define your audience before you are able to obtain data from them. This can be simple to complex from demographics such as age, sex, income, to psychographics like [insert demographics] trying to lose weight.

Notably, demographics are able to tell you the basics of who your audience is, whilst the psychographics can indicate why they may purchase your product or services.

Audience data shows you detailed information about your target audience, namely demographic and psychographic data. It can tell you the age range of the consumers who purchase your products, as well as their geographic location and if you operate multi-channel storefronts, it can also tell you where they bought it from (i.e app, website, physical store).

Audience insights

Audience insights are what you gather from the audience data, helping you understand your audience’s consumer patterns and their buying behaviour. Meanwhile, you are also able to garner audience insights via methods such as conducting surveys that are distributed to your target audience, providing an insight into your audience’s perceptions of your brand and marketing content.

Leveraging audience insights has a variety of benefits that you will be able to reap, from understanding and knowing your audience better to being able to inform future marketing initiatives.

As such, if you are looking to optimise your marketing strategies for maximum effectiveness and success, you will need to utilise audience insights.

Using data to gain insights

With an audience insights tool, you will be able to get to know your audience better across a wide range of platforms. Audience analytics are easy to view and understand, helping to drive your focus on how you can create more successful marketing campaigns using these.

If you have not already made the distinction between the two, audience data is quantitative data that is objectively measurable about a target audience, whereas audience insights refers to qualitative information about the audience’s consumer behaviour.

Although they are different, they are still related to each other, and if you truly wish to create marketing campaigns that intrigue both potential and existing customers, using audience data to gain valuable audience insights can help you do exactly this.

By having an idea of why your audience purchases products and services, their wants and needs from your brand, and their general standing with your brand, you are able to tailor campaigns, accordingly, fulfilling their demands and increasing the likelihood of the campaign being successful.