Delivering a compelling, consistent customer experience is top-of-mind for marketing executives.
But delivering the right content to the right buyer at the right time—and connecting the dots between the various touches—can be greatly overwhelming. With so many different interactions happening between your customers and your brand, it can be hard to tell what’s really working and what’s falling flat.
To understand the true impact of content, marketing organizations are moving toward the “data-driven enterprise,” one that is positioned to increase revenue, improve efficiency, and create a compelling customer experience. And in the Age of the Customer content plays a crucial role at every stage of the buyer’s journey, and thus needs to be tracked, measured, and optimized to have the greatest impact.
“While marketers have been employing data in various forms for some time, a convergence of tools and technologies is changing the game. “—Data Driven and Digitally Savvy: The Rise of the New Marketing Organization, Forbes Insights Report, 2015
Here are 17 data-driven marketing trends to take into consideration when you planning your data-driven marketing strategy.
1. 66% of enterprise-level marketing and sales professionals believe delivering a personalized customer experience is the most important objective of a data-driven marketing strategy. (Tweet This!)
2. 69% of marketers believe data-driven marketing will increase over the next three years. One out of four executives report this growth will be significant. (Tweet This!)
3. 77% of enterprise-level companies are planning to increase spending on data-driven marketing initiatives. (Tweet This!)
4. 66% of leaders report a tight integration between marketing and corporate digital strategy. (Tweet This!)
5. About half (50%) of executives admit their data-driven marketing efforts are lagging or siloed, and another 22% report their data-driven marketing efforts are virtually non-existent. (Tweet This!)
6. 82% of marketers are held accountable for ROI on marketing spend— but only 33% have access to marketing’s contribution to revenue. (Tweet This!)
7. Integrating data across disparate platforms is the most challenging data-driven marketing obstacle enterprise marketers face. (Tweet This!)
8. Customer loyalty (47%), gaining new customers (43%), and customer satisfaction/retention (42%) are the top competitive advantages achieved as a result of data-driven marketing. (Tweet This!)
9. Bad data hinders effective execution of personalization tactics. (Tweet This!)
10. Only 21% of enterprises are using analytics to measure their marketing campaign returns for all marketing engagements. (Tweet This!)
11. 44% of enterprise class organizations cleanse marketing data at least weekly. (Tweet This!)
12. In addition to email address, 55% of enterprise marketers want to know the name and role of the person responding to their call to action. (Tweet This!)
13. 63% of data-driven marketing leaders report a need for hires to bring in new skills as their organization re-orients around data. (Tweet This!)
“Data-driven marketing is an enterprise-wide effort that requires data, expertise and innovative thinking from many parts of the enterprise. … For most of the companies leading in this practice, there is also tight integration between organizations’ overall digital initiatives— adoption of big data, cloud, social and mobile—and marketing campaigns.”—Data Driven and Digitally Savvy: The Rise of the New Marketing Organization, Forbes Insights Report, 2015
14. Two thirds (66%) of marketers are overwhelmed by the volume of marketing data that’s available for analysis. (Tweet This!)
15. Lack of time (69%) and a centralized marketing metrics dashboard (66%) are the top obstacles holding marketers back from consistently analyzing their data. (Tweet This!)
16. 55% of marketer’s don’t feel they have access to the data they need to do their job well. (Tweet This!)
17. Email is the #1 method for sharing marketing data. (Tweet This!)