[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmarketing-insights-for-your-digital-strategy":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":439,"breadcrumbs":440,"reading_minutes":169,"category":448,"head":451},"2023-06-02T14:00:27",{"rendered":6},"\n\u003Cp>For any digital marketer, leveraging marketing insights are vital when it comes to formulating a strong digital marketing strategy. But what makes them so important, how do you derive useful information from data, and how can you collect these insights?\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we’ll look at all of these topics, including methods for data gathering, as well as, how you can incorporate insights to inform your next strategy.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-marketing-insights-and-why-are-they-important\">What are marketing insights, and why are they important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-are-marketing-insights\">What are marketing insights?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-are-marketing-insights-important\">Why are marketing insights important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-marketing-insights-and-how-to-gather-them\">Key marketing insights and how to gather them\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#first-party-insights\">First-party insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#third-party-insights\">Third-party insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#interpreting-data-and-deriving-insights\">Interpreting data and deriving insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-use-insights-to-inform-your-next-digital-strategy\">How to use insights to inform your next digital strategy\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-marketing-insights-and-why-are-they-important\">What are marketing insights, and why are they important?\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-are-marketing-insights\">What are marketing insights?\u003C\u002Fh3>\n\n\n\n\u003Cp>Marketing insight, in definition, is a piece of relevant, actionable, and credible information you get from analysing data of economic situations, industries, competitors, consumer behaviour and businesses themselves; that supports you in making marketing strategy decisions. Good marketing insights will benefit businesses to reach their target audience in the right places, at the right time, with suitable marketing budgets.\u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1235409\u002Fworldwide-data-driven-decision-making-companies\u002F\">Statista\u003C\u002Fa>, organisations utilising insights to make data-driven decisions increased by 12% from 2018 to 2020 worldwide, with 69% of organisations in the UK in 2020.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Data is the lifeblood of your business\u003C\u002Fp>\n\u003Ccite>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2020\u002F02\u002F25\u002Fdata-the-lifeblood-your-business-s-why-you-need-data-strategy-its-heart\">Tom Hutchinson | The Drum\u003C\u002Fa>\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-are-marketing-insights-important\">Why are marketing insights important?\u003C\u002Fh3>\n\n\n\n\u003Cp>So, now you know that marketing insights are and that business are increasingly relying on them to make decisions, but why? There are a lot of benefits of utilising insights in marketing strategies, below we’ve listed some examples why they’re useful and of how you can put into practice:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>They can improve the customer experience\u003C\u002Fstrong> : Good insights can help you to personalised marketing strategies\u003Cstrong>, \u003C\u002Fstrong>to align with your audience profiles that inform your decisions around messaging and channel selection, for example.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Benchmarking against competitors:\u003C\u002Fstrong> From battling against what competitors doing to where they are doing well, will provide you with a position on where you sit within your industry’s marketing. Utilising this data will provide you with avenues test new campaigns and can help inform budget for upcoming strategies. In long-term it can map our directions on how you may be able to steal market share.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Provide data to optimise campaigns to increase potential ROI:\u003C\u002Fstrong>Leveraing first-party insights such as campaign data, revenue and conversion rates can in the long-term help evaluate performance and can identify areas for improvement. Combining this with third-party insights can signal how the industry is performing overall to benchmark performance.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-marketing-insights-and-how-to-gather-them\">Key marketing insights and how to gather them\u003C\u002Fh2>\n\n\n\n\u003Cp>By having access to a wide range of data through first-party and third-party sources, marketers can have a wealth of insights to utilise. However, depending on your business and marketing objectives, you can leverage different resources to explore insights that are most relevant. It’s also essential to ensure that data included in reports are creditable before taking any decisions, making any conclusions, or sharing with other stakeholders\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"first-party-insights\">First-party insights\u003C\u002Fh3>\n\n\n\n\u003Cp>First-party insights come from analysing data and information that you collect first-hand. To collect first-party insights, you can utilise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbenefits-of-using-crm-data-for-google-ads\u002F\">existing data in CRM\u003C\u002Fa> systems, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F\">Google Analytics (GA) tracking\u003C\u002Fa>, conduct customer surveys and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmaximising-paid-media-performance\u002F#first-party-data\">much more\u003C\u002Fa>. Especially in digital marketing, optimising GA tracking setup will enhance the quality of your insights. Find out more about Google Analytics and data solutions \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">here\u003C\u002Fa>.\u003Cbr>\u003Cbr>There are two key types of insights that you will want to look for: \u003Cstrong>Marketing Performance and Current Customer Profiles. \u003C\u002Fstrong>Understanding this data will help you to evaluate your current situation and compare it to the market. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Marketing Performance Insights\u003C\u002Fstrong> marketers should keep an eye on:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Total traffic and traffic breakdown by channels, products\u002Fservices\u003C\u002Fli>\n\n\n\n\u003Cli>Total costs and costs breakdown by channels\u003C\u002Fli>\n\n\n\n\u003Cli>Revenue and revenue breakdown by channels, products\u002Fservices\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>From this information, you can evaluate the return rate in the short-term and long-term, and if they align with marketing objectives and business objectives.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Current Customer Insights\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Demographics\u003C\u002Fstrong> – Such as age, location, income, for example\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Channels usage\u003C\u002Fstrong> – Understand how users arrived at your website or which channel drive them making purchases. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Purchase behaviour and purchase experience\u003C\u002Fstrong> – Ciscover touchpoints that lead them to your brand and why they decide to make the payments. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Website scroll behaviour\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>First-party insight limitations:\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>You will need consent to use consumer data (i.e through the use of cookie consent banners)\u003C\u002Fli>\n\n\n\n\u003Cli>The quality of sampling groups for consumer behaviour can be limited – not every customer is expected to fill out a survey\u003C\u002Fli>\n\n\n\n\u003Cli>Focuses on the business itself, lacks a wider holistic point of view\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"third-party-insights\">Third-party insights\u003C\u002Fh3>\n\n\n\n\u003Cp>Third-party insights are data and information collected by a business or company with no direct relationship with you or the customer. These are resources that you can look at such as Public Reports and Paid Reports released by researchers\u002Fresearch companies or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Finsight-tools-to-supercharge-your-digital-marketing-strategy\u002F\">third-party data tools\u003C\u002Fa> such as Similarweb, Statista, and GWI.\u003C\u002Fp>\n\n\n\n\u003Cp>Key types of insights you can collect from third-party providers: \u003Cstrong>Market\u003C\u002Fstrong> \u003Cstrong>Insights, Competitors Insights and Consumer Profiles.\u003C\u002Fstrong> These can be broken down into:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Market Insights\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The traffic\u002Frevenue trends of the market during the past years\u003C\u002Fli>\n\n\n\n\u003Cli>Forecast traffic\u002Frevenue of the industry’s performance in upcoming years\u003C\u002Fli>\n\n\n\n\u003Cli>Any rising players – collect information on any companies having significant traffic\u002Frevenue growth\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Competitor Insights\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Traffic Distribution by Channels – to understand their marketing mix strategy\u003C\u002Fli>\n\n\n\n\u003Cli>Traffic Volume for each Channel – to know where they perform well which might help us to discover new opportunities\u003C\u002Fli>\n\n\n\n\u003Cli>Their audience demographics – to understand if they compete directly with us\u003C\u002Fli>\n\n\n\n\u003Cli>Their budgets for media channels – to evaluate the correlation between their spending and their performance\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Consumer Insights: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Before going to find your target audience’s behaviour, you need to know who is your target audience with some simple variables. For example Location, Age or Income. Then discover more about them, for example: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Demographics\u003C\u002Fli>\n\n\n\n\u003Cli>Media Usage: Radio, TV, etc\u003C\u002Fli>\n\n\n\n\u003Cli>Social Network Usage\u003C\u002Fli>\n\n\n\n\u003Cli>Who or what are they following on online\u003C\u002Fli>\n\n\n\n\u003Cli>Interests\u003C\u002Fli>\n\n\n\n\u003Cli>Beliefs\u003C\u002Fli>\n\n\n\n\u003Cli>Attitude towards Marketing touchpoints\u003C\u002Fli>\n\n\n\n\u003Cli>Attitude towards the industry\u002Fproduct\u003C\u002Fli>\n\n\n\n\u003Cli>Search volume of your products\u002Findustry in Search Engine\u003C\u002Fli>\n\n\n\n\u003Cli>Search volume of your brand in Search Engine\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1682\" height=\"834\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Finsight-data-formula.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23410\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Third-party insights limitations:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The figures from third-party tools can be relative. We recommend looking at the trends of the data for further insigth\u003C\u002Fli>\n\n\n\n\u003Cli>Depending on your sources, quality third-party data collection can be costly, but this can be a highly-beneficial investment\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>There are always pros and cons in using first and third-party insights, yet they can support each other perfectly if you know how to combine them together which can be valuable reference points to lean on when formulating marketing strategies.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"interpreting-data-and-deriving-insights\">Interpreting data and deriving insights\u003C\u002Fh2>\n\n\n\n\u003Cp>So, now you have your data in hand, the next step is to read them and make statements from that information. \u003C\u002Fp>\n\n\n\n\u003Cp>A simple formula to follow is:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"751\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fdemographics-data-example.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23409\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Below are some simple examples of how you can interpret your insights: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Brand Performance\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>“\u003Cem>Traffic from Social has been increasing in the last 4 months by 30%.\u003C\u002Fem>” This may be because we have posted content regularly and increased Meta ads budget. This showacases this is an effective channel that we are performing well. Investing more in the quality of the content (consistent tone of voice, appealing images, etc) on social media and Meta Ads budget is recommended.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Market\u002FIndustry Insights\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>“\u003Cem>The market is forecasted to be growing significantly in the next 3 years.” \u003C\u002Fem>This could mean that the brands need to be more aggressive in marketing activities to drive new audiences and gain market share.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Competitor Insights\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>“Brand X is utilising Tiktok and saw a growth in Social traffic by 50% last month.” This may be because they just collaborated with an influencer. This means Tiktok content can benefit us by increasing visibility and brand awareness.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Consumer Insights\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>“60% of our audience uses Tiktok.” This means TikTok is a potential channel to run both Organic and Paid activities. This also provides avenues for you to look at how you can best target the remaining 40%.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-use-insights-to-inform-your-next-digital-strategy\">\u003Cstrong>How to use insights to inform your next digital strategy\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Now you have in mind what your insights mean. Here’s how you can combine those pieces of information and put them into your next digital strategy\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Market Insights (Third Party) + Competitor Insights + Internal Insights\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>Set Objectives\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>Audience Profile (align with objectives) (using first + third-party data)\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\n\u003Cli>Channel Selection + Messaging\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>Budgeting\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"6\">\n\u003Cli>Execute and repeat\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Continue with the previous examples, here is a simple process of utilising insights in your strategy\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>The demand is growing, Social Traffic has been increasing by 30% and A competitor is driving traffic from Tiktok\u003C\u002Fli>\n\n\n\n\u003Cli>Objective: To increase Social Traffic by 30% in the next 6 months\u003C\u002Fli>\n\n\n\n\u003Cli>60% of our target audience using Tiktok\u003C\u002Fli>\n\n\n\n\u003Cli>In the next 6 months, we will invest in organic and paid activities on Tiktok\u003C\u002Fli>\n\n\n\n\u003Cli>Spending £xx on Paid Tiktok and collaborating with influencers in organic content\u003C\u002Fli>\n\n\n\n\u003Cli>Execute and repeat\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>For blogs on digital marketing strategy, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F\">click here.\u003C\u002Fa> If you have any questions about how to best utilise first and third-party data, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10,11],39,284,[],[14],212,[16,17,18,19,20,21,22,23,24],"post-23396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-digital-strategy",{"page_content_modules":26,"hero":165},[27,116],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Why marketing insights are important for your digital strategy",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},111,"\u002Fabout\u002Four-team\u002Fzoe-le\u002F","Zoe Le","Marketing Analytics Specialist","I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":60},"\u003Cp>Marketing Analytics Specialist. Joined Impression in May 2022.\u003C\u002Fp>\n\u003Cp>Before moving to the UK to pursue a master’s degree in Marketing and Brand Management, I worked on multiple engagements in the marketing sector, brand-side. My experience led me to develop an interest in market research and customer insight analysis.\u003C\u002Fp>\n\u003Cp>At Impression, I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nTravelling more than 6000 miles from Vietnam to England to live and study. I take pride in the courage and effort I have invested in this journey.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI like meditation and connecting with nature. I am also a keen traveller that loves to discover new cultures.\u003C\u002Fp>\n",[42],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":59},108,"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"ID":61,"id":61,"title":62,"filename":63,"filesize":64,"url":65,"link":66,"alt":47,"author":67,"description":47,"caption":47,"name":68,"status":69,"uploaded_to":55,"date":70,"modified":70,"menu_order":55,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":77},24282,"Zoe-Le-NEW","Zoe-Le-NEW.png",383725,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&q=90","\u002Fzoe-le-new\u002F","12","zoe-le-new","inherit","2023-08-02 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