Marketing is increasingly digital, and in digital it is important to know how to interpret insights.
Businesses large and small struggle daily with reading data from their audiences so reading insights correctly can give business an extra boost.
Let’s see what marketing insights are and why they are so important to interpret.
Literally marketing insights is translated as “marketing insights,” which is that way of observing the behavior of users who follow us online so that we can intuit their thoughts and behaviors on our social pages and website.
The term insight comes from psychology, and in fact this marketing data shows which topics engage the audience the most and also, which topics are the hottest topics to cover.
In business it is very important to have the deepest possible knowledge of who is following us and interacting with our content, with the aim of increasing more and more engagement and interest on our platform.
Thanks to insights we can analyze the behavior of our users on our platforms and put ourselves in their shoes, we will see later what is the use of knowing these analytics in marketing.
Marketing insights themselves are known by different definitions as customer insights or as consumer insights.
Customer or consumer insights
All the collected data that are shown with insights describe the behaviors of companies’ customers.
Needs, the way of visiting a website or a social page, the most frequented pages are all indicators that allow us to build a very specific description of our customers.
With this data, a list of the explicit and implicit needs of the audience can be compiled, with the goal of making available to them exactly what they need.
In marketing in fact, customer or consumer insights are used to achieve many goals such as:
- studying customer needs by showing our products as the right products to meet those needs,
- carrying out market analysis to create a product that does not yet exist to provide for the needs of the audience,
- showing new opportunities and uses of products that customers do not yet know about.
In general, with marketing insights we can find out what customers need and what audiences like.
The importance of Insights in marketing
Since we have defined marketing insights as the data that help us interpret users’ needs, the thoughts that move them and why they take certain actions, it is not difficult to guess their importance.
Marketing insights are used to improve our online communication based on audience observations and, as a result, increase sales.
Insights can be considered the beacon to follow in order to communicate as effectively as possible, increase conversions, and make potential customers choose to buy from us specifically.
The interpretation of marketing insights allows us to differentiate ourselves and stand out amidst a sea full of competitors and make potential customers choose us (turning them into actual customers).
Communication strategy
Based on everything we have said so far, it is easy to understand how an effective communication strategy inevitably steps from reading and interpreting marketing insights.
With the in-depth knowledge of the audience that marketing insights gives us, we can structure an online communication that shows us in the most effective way possible.
By knowing the audience through insights we can create a strategy that:
1.describe our products or services as the best possible solution in the market for users’ specific needs (because of this, sales increase),
2.make the public consider us the top experts in our market and see us as the first choice for purchase,
3.build a relationship of trust between our company and potential customers and become the benchmark for future needs.
These listed above, are just three examples to demonstrate what marketing insights are for and why they are so important in business communication strategy.
Thanks to the surveys offered by insights, also carried out by professionals in the field, we can optimize our online presence and greatly improve sales results.
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