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Role of big data in digital marketing



Role of big data in digital marketing

Marketing allows you to reach customers and inform them about your product or services. Marketing can convince customers that your product or service is superior to the rest and make them feel confident in purchasing your product. Managing a business is not the same as running a business a business. It means that you are not managing your business.

With changing business trends and the environment, traditional marketing methods have been replaced by “digital Marketing .”. Digital marketing is simply marketing your product via the internet.

Digital marketing opens up endless possibilities for businesses to expand and reach a wider audience with relatively little effort and cost. This is only possible if a business uses digital advertising to its full potential in the right way.

Digital marketing isn’t a new phenomenon and there are always new developments in the field. Businesses need to consider marketing beyond websites and social media.

To ensure success in Marketing, as it is done in its traditional form, you need data. And that is why famous author and social media scientist Dan Zarella says, “Marketing without data is like driving with your eyes closed.”

Here’s everything you need about big Data , and why it is so important in digital marketing.

What is big data?

Data management and big data are at the heart of business concerns, especially customer data which, nowadays, is an essential marketing asset.

In the digital age, data is infinite and can come from many sources, but it is often scattered among the different information systems. Many companies find it difficult to centralize the data. To be manipulated, all this data is often centralized in data warehouses (large databases) or a data lake (the data is kept in its original format, but all stored in the same place). Advanced technologies are used to store and manage the data.

Big Data refers to larger and more complex data sets, particularly from new sources. These data are so large that traditional data processing software can’t handle them.

For an easy understanding, here’s the 4Vs of big Data:

  1. Volume

As the name suggests, the quantity or volume of “big” data is enormous. This includes data about social media platforms, point of sale data, and ecommerce sites.

  1. Variety

Big data consists of several data types. There are three main types of big data: semi-structured, structured and unstructured.

  1. Velocity

The dictionary meaning of velocity is speed, and when we talk of big data in digital marketing, it means the speed at which information is formed and stored.

  1. Veracity

Veracity means truthfulness. Veracity refers to the quality, accuracy, and credibility of big-data. It all depends on the data source.

Big data and digital marketing

“Without data, you are just a person with an opinion.”

W. Edwards Deming

This also stands true for data in digital marketing. Marketing is incomplete without data. Data-based decisions are often better. This is how data can be used in marketing:

Target audience

Hiring staff to improve your digital marketing efforts across various platforms. Marketing efforts can be time-consuming and costly. If you don’t target the right audience, everything could go to waste. It would have been a difficult task for businesses to find the right audience in the 20th century. It is easy to find the right audience in today’s twenty-first century with the advent of new technologies that can turn the world upside down.

Big Data analytics is a great way to find the right audience. Specialized software can help you gather information about your customers, such as their browsing habits, preferences, expectations, and interests. This type of solution is a combination of many innovative technologies.

Understanding customers

First, gather information about your entire audience to determine your target audience. Then, gather information only about your target audience to improve their user experience. This is an extension to the previous point. This involves analysing the data so that marketing efforts can be tailored to each customer.


This is a two-way approach. The first is to gather specific data about your customers in order to understand their buying patterns and then implement marketing strategies like sale discounts or offers. Your sales will increase if you make the most of big data.

This is hitting two goals with one arrow. The business’s goal of increasing sales has been achieved and customers are happy to receive special offers.

Feedback mechanism

Analytics and big data allow businesses to know what their customers think about their brand or business. Posting on social media is a common part of digital marketing. It can be very helpful to gather data and analyze it. A business can learn more about customers’ engagement, loyalty, and their feelings about their brand by doing this.

Although there are many tools that can be used to analyze a company’s social media performance, big data analytics gives a deeper insight into customer expectations and proves to provide a valuable feedback mechanism.

Measuring growth

Big data analytics is used to gather information in order to market products or services. It also helps to determine the impact of a marketing campaign on a business. This allows a company to compare the marketing effort and the results it has gotten in a comparable way. Big data can also be used during, after, and before a marketing campaign.

Measuring results in terms concrete data will allow the business learn from its mistakes and also help it to show its success to its audience and competitors.


Just as digital marketing cannot ignore the importance of big data in marketing, digital marketing can’t ignore the important role of big data in digital marketing. It is just as important and obvious as salt to food. The business world is bound to change with the ever-changing trends and the rise of the internet. Only businesses that adapt to changing business environments will be successful in the long-term. The importance of big data for digital marketing cannot be understated.

A better understanding of the concepts and techniques behind big data will make any business more successful.

This article was contributed by Mariia Lvovych, CEO and founder of Olmawritings and GetReviewed.


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Nothing announces official launch date for new Ear (stick) AirPods alternatives




Nothing announces official launch date for new Ear (stick) AirPods alternatives
Nothing Ear (stick) held by a model on white background

(Image credit: Nothing )

True to form, Nothing has just announced the full reveal date for its upcoming audio product, Ear (stick). 

So, an announcement about an announcement. You’ve got to hand it to Carl Pei’s marketing department, they never miss a trick.

What we’re saying is that although we still have ‘nothing’ conclusive about the features, pricing or release date for the Ear (stick) except an image of another model holding them (and we’ve seen plenty of those traipsing down the catwalk recently), we do have a date – the day when we’ll be granted official access to this information. 

That day is October 26. Nothing assures us that on this day we’ll be able to find out everything, including pricing and product specifications, during the online Ear (stick) Reveal, at 3PM BST (which is 10AM ET, or 1AM on Wednesday if you’re in Sydney, Australia) on (opens in new tab)

Any further information? A little. Nothing calls the Ear (stick), which is now the product’s official name, “the next generation of Nothing sound technology”, and its “most advanced audio product yet”. 

But that’s not all! Apparently, Ear (stick) are “half in-ear true wireless earbuds that balance supreme comfort with exceptional sound, made not to be felt when in use. They’re feather-light with an ergonomic design that’s moulded to your ears. Delivered in a unique charging case, inspired by classic cosmetic silhouettes, and compactly formed to simply glide into pockets.” 

Opinion: I need more than a lipstick-style case

Nothing Ear (stick) – official leaked renders 1, 2022

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It’s no secret that I want Nothing’s earbuds to succeed in world dominated by AirPods; who doesn’t love a plucky, eccentric underdog? 

But in order to become some of the best true wireless earbuds on the market, there is room for improvement over the Nothing Ear 1, the company’s inaugural earbuds. 

Aside from this official ‘news’ from Nothing, leaked images and videos of the Ear (stick) have been springing up all over the internet (thank you, developer Kuba Wojciechowski) and they depict earbuds that look largely unchanged, which is a shame. 

For me, the focus needs to shift from gimmicks such as a cylindrical case with a red section at the end which twists up like a lipstick. Don’t get me wrong, I love a bit of theater, but only if the sound coming from the earbuds themselves is top dog. 

As the natural companions for the Nothing Phone 1, it makes sense for the Ear (stick) to take a place similar to that of Apple’s AirPods 3, where the flagship Ear (1) sit alongside the AirPods Pro 2 as a flagship offering. 

See, that lipstick case shape likely will not support wireless charging. That and the rumored lack of ANC means the Ear (stick) is probably arriving as the more affordable option in Nothing’s ouevre. 

For now, we sit tight until October 26. 

Becky is a senior staff writer at TechRadar (which she has been assured refers to expertise rather than age) focusing on all things audio. Before joining the team, she spent three years at What Hi-Fi? testing and reviewing everything from wallet-friendly wireless earbuds to huge high-end sound systems. Prior to gaining her MA in Journalism in 2018, Becky freelanced as an arts critic alongside a 22-year career as a professional dancer and aerialist – any love of dance starts with a love of music. Becky has previously contributed to Stuff, FourFourTwo and The Stage. When not writing, she can still be found throwing shapes in a dance studio, these days with varying degrees of success.  

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YouTube could make 4K videos exclusive to Premium subscribers




YouTube could make 4K videos exclusive to Premium subscribers
Woman watching YouTube on mobile phone screen

(Image credit: Shutterstock / Kicking Studio)

You might soon have to buy YouTube Premium to watch 4K YouTube videos, a new user test suggests.

According to a Reddit thread (opens in new tab) highlighted on Twitter by leaker Alvin (opens in new tab), several non-Premium YouTube users have reported seeing 4K resolution (and higher) video options limited to YouTube Premium subscribers on their iOS devices. For these individuals, videos are currently only available to stream in up to 1440p (QHD) resolution.

The apparent experiment only seems to be affecting a handful of YouTube users for now, but it suggests owner Google is toying with the idea of implementing a site-wide paywall for access to high-quality video in the future.

So, after testing up to 12 ads on YouTube for non-Premium users, now some users reported that they also have to get a Premium account just to watch videos in 4K. 1, 2022

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It’s no secret that Google has been searching for new ways to monetize its YouTube platform in recent months. In September, the company introduced five unskippable ads for some YouTube users as part of a separate test – an unexpected development that, naturally, didn’t go down well with much of the YouTube community. 

A resolution paywall seems a more palatable approach from Google. While annoying, the change isn’t likely to provoke the same level of ire from non-paying YouTube users as excessive ads, given that many smartphones still max out at QHD resolution anyway. 

Of course, if it encourages those who do care about high-resolution viewing to invest in the platform’s Premium subscription package, it may also be more lucrative for Google. After all, YouTube Premium, which offers ad-free viewing, background playback and the ability to download videos for offline use, currently costs $11.99 / £11.99 / AU$14.99 per month.

Suffice to say, the subscription service hasn’t taken off in quite the way Google would’ve hoped since its launch in 2014. Only around 50 million users are currently signed up to YouTube Premium, while something close to 2 billion people actively use YouTube on a monthly basis. 

Might the addition of 4K video into Premium’s perk package bump up that number? Only time will tell. We’ll be keeping an eye on our own YouTube account to see whether this resolution paywall becomes permanent in the coming months.

Axel is a London-based staff writer at TechRadar, reporting on everything from the newest movies to latest Apple developments as part of the site’s daily news output. Having previously written for publications including Esquire and FourFourTwo, Axel is well-versed in the applications of technology beyond the desktop, and his coverage extends from general reporting and analysis to in-depth interviews and opinion. 

Axel studied for a degree in English Literature at the University of Warwick before joining TechRadar in 2020, where he then earned a gold standard NCTJ qualification as part of the company’s inaugural digital training scheme. 

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Europe sets deadline for USB-C charging for (almost) all laptops




Europe sets deadline for USB-C charging for (almost) all laptops

USB-C als Ladestandard in der EU

Mundissima / Shutterstock

Author: Michael Crider
, Staff Writer

Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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