With display ad click-through-rates decreasing to 0.06% and the introduction of ad blockers, consumers are actively avoiding online adverts to forge more control over their internet experience. This is leading the sports nutrition industry to be more targeted in its approach to tap into emerging new markets interested in health and fitness.
Data-driven marketing is an approach that, although seems obvious, isn’t as widely adopted as we’d like to think. Rather than blasting adverts to an anonymous audience, or guessing what your personas do, think and want, garnering data and using it to tailor accurate messaging can allow your sports nutrition brand to not only increase sales but build customer loyalty. For those in the protein supplement market – set to grow at a CAGR of 9.6% 2014-2020 – gaining trust around your ingredients, ethos and the science behind your product is crucial, especially in this type of industry where your products or services are designed to support dietary and fitness regimes.
So how can data support the sports nutrition industry?
By analysing data about which flavours, ingredients or materials are hugely popular in your market enables you to make formed research and development decisions. Consumers are more educated now than ever before, and all R&D developments should be based around consumer insight. Is vanilla your top selling protein shake flavour? Which ingredients are gaining traction in the health and fitness sector? The global soy market is predicted to grow by a CAGR of more than 7% due to the increased demand for this healthy trend. Conducting research into the buying behaviours of your target personas and what they’re currently buying and at what price sets the precedence for your brand to innovate and compete.
Wearable fitness company Jawbone have aggregated data about how and when their product is most used to create compelling content marketing, especially infographics. Their data scientists have analysed copious amounts of data to decipher when various cities are most active, which cities are early risers and latest to bed and who has the most and less sleep. This original data invokes interest across many geographical demographics, but not with Jawbone customers, giving them an opportunity to reach new people and increase their sales.
Using data for your brand’s content marketing also presents the opportunity to be positioned as an authority figure, making you the go-to company for specific insight. Providing fresh data that has never been analysed and dissected before not only creates intrigue amongst your target audience but also has the potential to be picked up by the media, or even something more simple such as a surge in quality backlinks to your site. As I was saying earlier, building trust and in turn advocacy for your sports nutrition brand should be a priority given the shift in buying behaviour and demand for more ethically sourced nutritious and healthy products.
However it’s not just content marketing that can derive from data analysis. Insight around how your consumers purchase your product can enable you to conduct your marketing differently, such as the dominant devices used to shop, or what channels they use to find your brand. The amount of data available in the sports nutrition market is almost endless, from the best times to improve performance to which locations consume more energy supplements, but what we can do with all of this is even more exciting.
To see how data-driven marketing can help you reach new audiences and increase awareness about your sports nutrition brand, get in touch with our fitness marketing expert today.