3 Awesome Ways To Use Customer Insights For Your Digital Marketing

Joe Escobedo

Feb 14, 20172 min read
Awesome Ways To Use Customer Insights For Your Digital Marketing

"How can I use consumer insights in my digital marketing?" Ever asked yourself that question? 

I know I have. Gathering data about your customers from tools like Google Analytics and SEMrush is easy, but knowing how to apply those insights is tough.

So to find out how leading brands use customer insights in their digital marketing, I recently interviewed  Cotton On Group’s Head of Marketing (Asia), Katharina Pohl for Forbes.

Here are the key takeaways you can use today:

#1 Focus On Conversion Rates By Digital Marketing Channel

If your digital marketing campaigns take place across multiple channels, it can be tough to determine which one is working.

Pohl says that her team focuses on a mix between marketing channels and how they contribute to the overall conversion rate. Her team reviews factors such as time of the day and day of the week to maximize their conversion rates.

#2 Balancing Your Marketing Efforts For New vs. Existing Customers

Are all customers created equal? No.

Pohl recommends reviewing new versus returning customers' behavior, using search traffic data and overlaying this with paid search activity.

Based on their findings, paid search activities convert new customers at a lower rate and average order value than returning customers.

She goes on to say that to drive customer acquisition through free activities and email channels, they exclude returning customers and those who have previously engaged with their emails. They do this through the use of segmented lists and exclusion matching when applying paid search actions.

#3 Customize Your Message For Your Different Audiences

Do you text your friends the same way you would your parents? Likely not. That’s why it’s important to customize your message based on the specific audience.

We segment our messages per target audience to ensure we communicate with the customer in the right way, showing them products relevant for them.

— Katharina Pohl (Cotton On Group)

Pohl says they customize their messaging by building audience types and monitor audience behavior by device, including cross-device tracking.

The goal?

A seamless customer journey across channels that is on-brand and maximizes the shopping experience, irrespective of where this begins – mobile, desktop, tablet or in-store.

If you need more insights into specific domains, keywords and positions then SEMrush can help.

Let’s look at some SEMrush features that can help you gain insights about your website and competition:

  • Domain Analytics - analyze traffic and keyword statistics of domains and URLs. You can find a domain's organic and paid keywords, see where they moved up or down in the search results, and identify their top competitors in search.You can also do research on a domain's backlinks, PLAs (product listing ads), and use of display advertising. 

  • Keyword Analytics - conduct SEO and PPC keyword research and analyzing metrics of popular search phrases. Use the Keyword Difficulty and Competitive Density scores to measure their potential. 

  • Advertising Positions Report - see every keyword and landing page URL that a domain is ranking for with paid ads on Google Adwords. Run this report on all of your competitors to see their strategies before you finalize your own PPC campaign.

  • Projects - audit, track, and monitor the visibility and health of a domain's digital marketing efforts. You can monitor social media profiles, audit a backlink profile, crawl up to 20,000 pages of a domain, and connect your Google Analytics data to SEMrush in this area.

Tweet-worthy Takeaway

Tools like Google Analytics and SEMrush will help you gain customer insights. After that, you'll have to analyze the insights and determine how to best apply them to your digital marketing.

Want more practical digital marketing and PR tips? ➡️️ Follow me on  LinkedIn and  Twitter. ⬅️️

Author Photo
With over 10 years' experience in Asia, I've created and led successful digital marketing and PR campaigns for everyone from startups to Fortune 500 firms. I'm a Forbes and Huffington Post, as well as the Director of Marketing at both Happy Marketer and FutureMarketer. Drop me a line on Twitter at @RealJoeEscobedo.