Global marketing data
How marketers are using data to reach new audiences and drive growth
What is global marketing data?
As marketers, we know that access to data, to power the planning and execution of campaigns, is critical. If you are working in a single country and you have all the first-party data you need, your marketing plan can be more straightforward. For marketers that need to execute campaigns in multiple markets, it’s not so direct.
In today's globalized economy, businesses need to be able to reach customers all over the world. This can be a challenge, but it's one that can be overcome with the help of global marketing data.
Global marketing data can include things like demographics, interests, and purchase behavior. By collecting and analyzing global marketing data, marketers can gain insights into the needs and wants of their target audiences across regions.
Target your marketing campaigns more effectively
By understanding the demographics and interests of your target audiences, you can target your marketing campaigns more effectively. This can lead to increased brand awareness, website traffic, and sales.
Create more relevant content
By understanding the needs and wants of your target audience, you can create more relevant content. This content will be more likely to engage and convert users.
Activate campaigns in the right channels
By understanding the habits and preferences of your target audience, you can optimize your media mix based on their media consumption. Meeting your audience where and when they consume the most relevant content increases engagement with your brand and ultimately, sales.
Increased reach
Reach new audiences all over the world.
Enhanced personalization
Personalize your campaigns for different audiences.
Improved targeting
Target your campaigns more effectively.
Improved ROI
Improve the ROI of your campaigns.
Four things to consider when expanding your marketing campaigns globally
When you want to take your marketing campaigns globally, you may ask yourself a few questions.
Where should you invest; which country, city, or town is right based on your customer profile? How do these further afield markets compare to the locations you are more familiar with? How do you reach your desired audiences consistently in ever fragmenting media channels and across territories? How big is the opportunity overall?
We will explore the top 4 things to consider as you look to expand your marketing campaigns globally:
Ensure you have a robust view of your ideal customer
Are you confident in your understanding of your target audience? Changes in consumer behaviors and attitudes mean marketers like you continuously need to keep up with their customers. This includes changes in the types of consumers purchasing your products, shifts in mobility patterns, and changes in media consumption.
The first step in creating a global marketing plan is to gather the most accurate information about your target audience. Whether you have access to a wealth of first-party transactional data or rely on research-driven insights, it's important to have a well-rounded view of your ideal customer. This information can then be used to connect with external data sources and gain insights into demographics, purchasing power, lifestyle, and channel preferences.
Start using insight to make strategic decisions in your marketing planning
Now that you have identified your ideal customer profile, either through analysis or by aligning it with key demographics, the next step is to determine the best way to apply this information across different regions. As a marketer, you face the challenge of dealing with varying types of data and insights when working on cross-border activities.
Data that is consistently available across a wide range of geographies provides a higher level of information compared to data that is specific to certain regions. However, the real power of consistent insights lies in being able to compare, rank, and contrast different characteristics. This enables market sizing and prioritization across different geographies.
You may have insights and marketing teams that focus on understanding local consumers at a regional level. However, each team's insights can be as diverse as their native languages, making it extremely challenging for you to develop a cohesive, overarching strategy.
When deciding on where to start, there are a few factors to consider. These include:
- The depth of insight available in your core regions
- The number of countries that have consistent data coverage
- The reliability and accuracy of the data
Read our case study to learn how we helped Swiss Sense understand their ideal customer profiles to scale in other markets.
Activate your audience insights where it matters most
Information about your ideal customer profile can be linked with external data sources to determine demographics, purchasing power, lifestyle, and channel preferences of your ideal customer. It’s important to be aware that availability and regulations may vary by region when you are planning for multiple territories.
Discovering the location and size of your target audience will provide you with an array of optimization opportunities. Sharing this valuable information within your organization can uncover related areas that could benefit from the same insights.
- Strategically, these insights can help you address planning challenges, such as:
- Allocating marketing budget based on target audience and country
- Identifying key cities for location-based activities or focus campaigns, based on high potential audience reach
- Developing expansion strategies
- Testing areas for new product launches
- Formulating partner or retail strategies based on sales patterns
In addition, this information can be used across various aspects of your business, which includes planning your sales representatives' territories, determining distribution center locations, and conducting transaction and risk analysis.
Global marketing data can help you take full advantage of this data to enhance your marketing efforts and drive your business forward.
Monitor and measure your strategy over time
Creating and implementing global campaigns to promote your products and services can be complex and costly. How can you make sure you're spending your marketing budget wisely?
By harnessing the knowledge you've gained about your target audience, you can focus your marketing efforts on those who are most likely to be interested and valuable to your brand. This prevents your budget from going to waste on those who won't be interested. This principle applies to all marketing channels, including direct activity, out-of-home advertising, connected TV, and digital channels like social media and programmatic display advertising.
Developing a strong geo-marketing strategy is crucial for making smart investment decisions. Connect your insights on customer behavior to specific locations and integrate these insights into your marketing technology solutions.
We can help you take your marketing global
When selecting a data partner to support your global marketing efforts, make sure they offer not only broad and consistent insights across different regions, but also have a wide network of distribution partners and channels. This will allow you to reach your target audiences and achieve maximum impact with your media buying.
How Experian can help
We can help you create marketing strategies catered to the specific preferences and behaviors of your current and prospective customers. We specialize in helping brands discover data-driven insights to make an everlasting impact on consumers.
Our data and identity products and services can help you learn more about customers and target audiences, leverage data resources, improve targeted marketing, create personalized campaigns, and optimize marketing strategies.
With us, you’ll understand your consumers better, make more effective data-informed decisions, and increase your customer base for bigger revenue.
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