One of the biggest challenges marketers face is understanding what to do with mass data at hand. This was a key theme from the recent ClickZ Live New York.
I managed to attend a standing-room only session, where Jim Yu from BrightEdge and Benu Aggarwal from Milestone Internet Marketing shared key digital data campaign trends. The session focused on the fusion of content, search, and social data.
More than 2.7 zettabytes of digital data exist today and as content, search, and social media marketers, we are (in reality) part responsible for the 92 percent of global data that has been produced in the last two years, according to IBM.
Yu started the session by sharing some key trends that focus on breaking down big data into small pieces to help marketers understand how content, search, and social (and subsequent measurement) are morphing together.
More than 80 percent of the world's data is unstructured and marketers need to break this down into structured formats that they can measure.
In terms of content and social media trends, some staggering statistics where shared:
- $18.1 billion were spent on content in 2013 (according to Custom Content Council Survey, 43 billion total, 42 percent online).
- 5,700 tweets happen per second.
- 2.5 billion pieces of content are shared each day.
Digital Marketers Are Content Marketers
More than 84 percent of marketers are allocating more budget to content strategy in 2014, according to the BrightEdge 2014 Content and Search Marketing Survey.
Identifying what content engages with your digital audience is the key to driving efficient, and scalable, integrated marketing campaigns. The panel was in agreement that content is the catalyst that should be placed at the center of all digital campaigns.
Digital Content Must Give Answers to Specific Search Questions
Taking a deeper dive into content Aggarwal shared some great insights how relevant and engaging content pushes higher conversions. For example, content that:
- Provides value to the user.
- Gives answers to searchers questions.
- Provides fresh solutions for searchers problems.
When talking about search, social, local, and mobile data, the panel, moderated by Bill Hunt from Back Azimuth Consulting, talked through top factors that impact conversion and how best to optimize campaigns around data.