Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
AdvertisingDigital MarketingSegmentation
October 25, 2014

Big Data – something new? Ask Major League Baseball.

I had finally made my way home after attending the BOLO 2014 conference in Phoenix. One of the keynote speakers spoke about the emergence of Big Data, so it was fresh on my mind. I carried my suitcase inside, went downstairs, sank into the couch and turned on the World Series game 2. I have a love for “the game”, baseball that is. “Strike three! Did you see that cutter? He’s not a good lowball hitter, that was a smart pitch.” Baseball is renown for its statistics and data. By the time the pitcher steps onto the mound, he likely knows more about the batter than the batter does himself… where he likes the ball, what pitches he’s a sucker for and probably how he likes his ballpark hotdog (hold the mustard, please). This got me thinking, “Is Big Data really something new?” Not entirely. Technology seems to be just starting to catch on. If you ever listen or watch a Major League Baseball game, you will hear the announcers discuss data that pertains to the team, the player, the stadium, the date, and nearly every game features some sort of “first ever” moment. It amazes me, really, how much they know about every element of the game. These strategies will soon be available to marketers; being able to fully know your audience, to know what “pitches” they like and dislike. Understanding more about them and their propensities even better than they do.

Big Data is defined as “extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions,” which basically means targeted marketing to consumers will be more precise, segmented, and interactive than ever. In Major League Baseball, there are over 100 years worth of data for the sport. Players and coaches not only pride themselves on their talent and knowledge, but on their diligent research. A coach knows not only his own players, but the opposition, this way he can determine the best match-ups and stack his chances. Even though a coach brings in a fastball hitter to face a fastball pitcher, it does not guarantee success. We can expect many new technologies and options for tapping into this Big Data, however it is not going to be easy either. This data will present its own challenges. One thing Mark Schaefer, Executive Director at Schaefer Marketing Solutions, notes about this trend is “it’s getting more and more crowded out there.” Even with this data it is still going to be a challenge to stand out among the advertising noise.

The term “Big Data” keeps growing, ironically, as does the data. By 2020 we will have access to 600% more data than we currently have. Soon, marketers will be able to serve targeted TV commercials, instead of wide casting their nets. Soon, ads will be interactive with their audience instead of static. There are currently over 14 billion mobile devices in use and by 2020 we will see this climb close to 50 billion. More technology, more touch points, more advertising.

It’s tough to say where this will all land and how much further things will progress. After all, there is only so many hours in a day and so many ways consumers use technology. Some consumers are starting to feel the “big brother” side of advertising, but the truth is, there’s no going back. We have become too accustom to the way things are and the conveniences of smartphones, Internet, and TV. It is going to be fascinating to watch how it all plays out. As for now, stack your chances, put in your starters, and “play ball”!

About this author

E Advertising
 
Marketing automation is, according to industry  statistics , a $32 billion business....
 
Great passion for your product and your business at startup is...
 
Crowdfunding – Marketing Gold! Kickstart more than your capital. Posted by...
 
Five Social Marketing Tips for 2017 You already know that social...
 
50 of the Countries Top Entrepreneurs and CEOs Talk Strategy, Leadership,...
 
At Avocet we are keen strategists that spend our days coming...
 
Today’s consumers are inundated round the clock with literally thousands of...
 
To describe the agency business as “fast paced” is a bit...
 
There is no question that we’re all digitally dialed in like...
 
No doubt, from the biggest business ventures to the smallest news...
 
THERE ARE MANY THINGS TO TAKE INTO CONSIDERATION WHEN DEVELOPING A...
 
Sometimes you are so close to your own marketing that you...
 
I had finally made my way home after attending the BOLO 2014...
 
Retargeting; I’m sure you have heard the term by now.  But...
 
Most businesses have not yet realized the power of video as...
 
Ironically, this blog is about blogging. Many of you may be...
 
Most of us have heard the phrase “content is king”, but...
 
Here are some highlights I wanted to share from the SMMW14...
 
Within the last couple years Facebook ads have taken off.  As...
 
In a role where I am consistently in need creativity, I...
 
Traditional or online, the most successful marketing entails every aspect of...
 
When you think of social media what comes to mind? Photos,...
 
1. Focus On Profit Margins Are you focused on selling products...
 
60 Second Read The fact is that you don’t need to...
 
Can LinkedIn be an effective lead generator for your business? In...
 
• One of the most difficult things for companies to do...
 
Our friends at  eMarketer  just published a handy infographic dubbed  US Digital Media Usage: A Snapshot of 2013 .  Today,...
 
We had the pleasure of recently attending the  BOLO 2012  conference this year...
 
“Don’t be afraid to give up the good to go for...
 
We all know that profitable businesses are built on customers –...
 
Providing the right content at the right time in the right...
 
Pinterest…it’s an image sharing service yet so much more and it...
 
• In 1999, The Cluetrain Manifesto documented what businesses would have...
 
• With recent reports stating that there will soon be more...
 
How do you get your message to stand out and resonate...
 
• After its poor IPO showing and with a need to...
 
• Over the past three months, Google has been refining its...
 
The  Avocet  team had the opportunity to participate in  Arc Thrift Stores  charity golf outing...
 
In today’s complex marketing landscape, it is increasingly difficult to capture...
 
• Believe it or not, the year is half over. Now’s...
 
Savvy marketers are constantly challenged with creating engaging content that resonates...
 
The New Orleans Times-Picayune announced that it is ceasing daily publication...
 
• In all business categories, the defining decision a customer or...
 
Consumers’ use of QR Codes is growing in popularity, up 157percent...
 
It can be terribly confusing – so many social media platforms....
 
The Facebook IPO rollout, hyped to be a huge success, turned...
 
• The late night master’s trademark can be used a great...
 
• Pinterest, the image-based social media network, is riding a wave...
 
Here is a great article from  Search Engine Land  that gives some great advice...
 
Here is a link to the new  video  produced by Bing that...
 
Recently, we came across a great  article  addressing how up to 94%...
 
July 2010 – Special Summer Issue: Cracking The Marketing Code Estimated...
 
June 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
May 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
April 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
March 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
 
Some title Some author
Some excerpt
Marketing automation is, according to industry  statistics , a $32 billion business....