Govciooutlook

Big Data Analytics Influencing Small Business Social Media Marketing

By Gov CIO Outlook | Thursday, December 06, 2018

Big data and data analytics have made industries to gravitate towards it. The mark of both can be easily observed in each sector and results obtained by adapting them are gratifying. In the modern day, where business revolves around the customer needs and satisfaction, especially the small business, data analysis can be of great use to predict the needs and choose the correct target audience. Often it is misunderstood that big data is for large business and its analysis requires a lot of workforce and cost. However, technologies like artificial intelligence (AI), API tools, machine learning have made the analysis cheaper, effective, time-saving and most importantly is currently revolutionizing the marketing industry.

Social Media and Big Data

 Gone are those days when social media was just for entertainment purpose. Nowadays, it is the biggest marketing platform for all sectors. Business and industry can easily and quickly connect to their target audience. Also, these platforms provide immediate customer response which highly valuable to understand the current mindset and ongoing trend. Platforms like Twitter, Facebook, Instagram, Pinterest have become a major source of data, they provide huge sets of data which is of great value to small business. Social media monitoring using big data and its proper analysis have led to many small businesses grow rapidly as they were able to predict the mood of cohort and channelize their product accordingly, which made it is easier for them to reach customers and boost their sales.

The architecture that made it possible is Big Data Hadoop. HDFS or Hadoop distributed file system is an architecture that stores all kinds of data of huge volumes obtained from different sources. This data is then analyzed with the help of technologies and tools such as AI, machine learning, API which give better insights to customer sentiments. These tools transform post and comments collected from platforms like Facebook, Twitter into actionable analytics.

Optimizing Big Data and Data Analytics

Now when approximately every business is using big data; its time when small business should optimize it the most. With proper use tools and data analysis businesses can easily create better marketing campaigns. Many tools are available online which allow users to personalize their social media experiences. Big data has made it possible for one to understand who is buying their business; campaigns based on different demographics such location, age, income bracket, etc. have provided better insights to customer needs and predict their expectations.

In simple words, it is the time new technologies are taking over every sector and if small businesses have to remain in the competition they will have to incorporate the big data and data analytics into their business strategies. Big Data can bridge the gap to help marketers understand what their audience thinks and feels about the brand and what kind of content will be the most effective for conversions.

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