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Text Mining
There are a lot of companies out there simply sitting on a huge amount of useful data regarding their customers, unaware just how incredibly valuable this information can be for their business, and for their profits. For an example of this look no further than text mining, which is a process in which a business can ‘mine’ (go through) social media, blogs and even online chats, to understand exactly why consumers behave and spend the way they do.
Providing the Context
Digital advertising is increasing in importance at a rapid speed with many companies relying more on text mining and less on the more traditional use of cookies in order to create contextual advertising that better suits the target consumer. Contextual advertising is essentially the ads you might see on a web banner or a pop up.
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If you’ve ever wondered why the dress you we’re checking out online on your phone is suddenly being advertised on a banner on a site on your laptop days later – this is all down to the new focus on contextual advertising.
Using text mining and data, agencies can gain a much deeper understanding of their consumers.
Predicting the Future
Text mining allows companies to make an educated guess on when and what consumers will buy next. Meaning digital marketing campaigns can be planned with this knowledge and timed perfectly for the target audience.
Companies can build profiles of different customers in order to create products that they will want to spend their cash on. In this way businesses are using text mining to ensure they continue to expand and improve – modifying tactics depending on the data they have in front of them.
Cloud Computing
It has been clear for a while that cloud computing will be the future of the digital world. Here are a few ways that cloud computing will infiltrate digital marketing within business.
As companies continue to use the huge amount of data they have more and more, the cloud will be vital for storage, and beyond.
Information Storage
Almost all information will be either stored or shared through the cloud. This affects digital marketing in the sense that customers are way easier to reach – even in places we couldn’t reach them before!
As for storage, Xath Cruz of Cloud Times said, “it is estimated that the average data storage consumed per average household will grow from 464 gigabytes last 2011 to 3.3 terabytes in 2016…the majority of it will be hosted on the cloud.”
The more that users and businesses in general understand the benefits of the cloud, the more we are going to shift away from traditional storage methods.
With greater accessibility, increased security and lower costs, digital marketing companies are encouraged to use the cloud and create change in how people interact.
Increased Technological Capabilities
The cloud can also help digital marketers increase their technological capabilities quickly. The pressure to adapt and implement new technologies is growing, and cloud computing eases this process.
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It enables businesses to leverage the cloud instead of enhancing the necessity to build new data centers. Rather than needing to focus on the equipment and tools necessary to create new ideas, digital marketers can simply focus on their goal to create new ideas, at a lower cost.
As technological capabilities increase quickly, the smoother and more efficient digital marketers will find their businesses to run.
Data Across Borders
We are entering a world where borders no longer exist thanks to the rise of the Internet, which does not come without consequences. The cloud, however, helps digital services and data to be transferred and operate across borders without any issues – adapting to this new kind of world. Essentially, information is accessible anywhere and at any time!
Effective cloud computing use and digital marketing are similar in the sense that they are both necessary for companies to be part of the competitive world. As more people understand the benefits of the cloud and make the transition over, it is clear that the technological capabilities gained from doing so are extensive.
Since the cloud is here to stay, digital marketing will find a way to incorporate it into its future. More consumers are interacting online, which means that in order for digital marketers to be the most effective, the most effective tools to navigate this data-centric world will be necessary to manage any and all information, and use text mining to turn this information into data and put it to use.
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