The average small and medium-sized business (SMB) in the US spends about $400 a month on marketing, according to the US Chamber of Commerce’s 2013 SMB Internet Marketing Survey. Of that $400, 46%, or $184, is dedicated to digital advertising.
We know what you’re thinking, “with such small budgets how can digital marketers create successful campaigns.” For the greatest ROI most digital marketers at small business are turning to locally focused advertising campaigns. The marketer wants the ability to target their audience based on interests and location for all their advertising campaigns.
While budgets are low the digital marketers’ expectations are high (as they should be). They expect their ads to be served on high-quality inventory while driving a variety of key performance indicators, including clicks, online leads, incoming calls and foot traffic.
So, how can Big Data make the most of small campaigns?
Ironically, it takes using big data in its smallest unit, an individual data segment, to make the biggest impact for small campaigns. By creating customized audiences from these data segments digital marketers have the ability to drive any campaign with any size budget. These individual data segments include demographics, psychographics, purchase intent & consumer behaviors. Selecting multiple data segments that profile a target audience can ensure that campaigns are accurately reaching the desired audience. Digital marketers can create dedicated campaigns that target users based on specific interests or behaviors that are relevant to their ad or brand messaging.
For example a digital marketer for a real estate company can compile a custom audience by including data segments like individuals in-marketing for homes, property type, median household income, and location. By combining these multiple data segments the digital marketer can pinpoint their desired audience online.