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While plenty of folks pay lip service to social media’s potential as a marketing platform, their estimate of its actual value remains fairly low, according to a new survey by the CMO Council, which polled around 150 top marketing executives across a range of industries, most of them from companies located in the U.S. and Europe, about their business strategies.
Nearly one month into 2016, two trends are becoming clearer: programmatic advertising and personalization are getting a lot of attention. The authors of two reports believe brands will continue banking on the two P's throughout the year.
The study is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015 and was conducted in partnership with Pegasystems, a provider of strategic business applications.
Marketers looking to deliver exceptional customer experiences are increasingly turning to personalization as the key driver to maximize customer value.
But this will require redefining data's value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior—including how customers react to different trends, news, offers, deals, product promises, promotional prompts, recommendations, social commentary and personalized messages.
Being the sports and pop culture savant that I am, I very often will infuse a reference to the former or the latter – or even both, to make my point when it comes to our world of marketing, advertising and all that good stuff.
The marketing world has no shortage of data but it does lack an ability to utilise this to predict customer behaviour and deliver personalised content, a new study has said.
The study from the CMO Council – Predicting Routes to Revenue – was based on insights from more than 150 senior marketing executives surveyed across North America and Europe during the fourth quarter of 2015.
Mobile and social are not critical to your marketing department's ROI — least according to the marketers participating in a survey just released by the CMO Council.
Only 5 percent of marketers rated a mobile-first campaign execution to optimize mobile engagement as critical to revenue and profitability. And just 7 percent look at social engagement channels, including click-to-buy and social service plug-ins, as critical to do the same.
When it comes to personalization, real time remains theright time to engage customers and prospects. But the clock keeps ticking even as brands struggle to achieve relevance, personalization, and fulfill their brand promises.
This constant struggle stems from marketers' inability to reach customers' full potential due to a lack of insights, inaccurate data alignment, and no visibility into the customer lifecycle. The CMO Council's study, "Predicting Routes to Revenue," released yesterday and conducted in partnership with Pegasystems, highlights these disparities.
The study surveyed more than 150 marketers to better understand how these professionals are making the real-time decisions that impact customer engagement strategies and maximize revenue potential. Although most marketers said they recognize the need for real-time personalization and consistent experiences, many say they're unable to advance their efforts because of a lack of forward-looking campaign metrics and an incomplete view of the customer.
If you haven’t been thinking about the future of personalization — you should. The CMO Council released a fascinating study today, looking at how marketers are viewing/using personalization and what that means for all of us down the road.
The study, done in partnership with Pegasystems, is entitled “Predicting Routes to Revenue, and found that nearly half of marketers say their current analytics programs have the ability to give a clear view of past performance but do little to shed light on the road ahead. The study is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015.
A slim 5 percent of marketers express confidence in their ability to adapt and predict the customer journey in an efficient way, while 48 percent confess most of their analytics falls behind separate department walls and is not well aligned, a study by the CMO Council has found.
In a survey of 150 senior marketing executives across North America and Europe during Q4 2015 in conjunction with business software provider Pegasystems, marketing execs say they feel “overloaded” with predictive analytics and are largely unable to make that data actionable in a manner that makes connecting with shoppers easier for both sides of the transaction.
If we believe what we’re being told, marketers in 2016 should be able to take the overabundance of data at their fingertips and leverage it for their benefit, day in and day out.
But according to a new study, released today by the CMO Council and conducted in partnership with Pegasystems, it appears this isn’t the case at all.
In the report — entitled “Predicting Routes to Revenue” — only 5 percent of marketers say they have mastered the ability to adapt and predict the customer journey and truly understand which actions will derive maximum value.
That’s a pretty grim finding, but it gets worse.
The study — which is based on insights from more than 150 senior marketing executives surveyed primarily across North America and Europe during the fourth quarter of 2015 — also reveals that only 3 percent of respondents said they were realizing the full revenue potential of their customers. Almost half (47 percent) said they were not maximizing revenue, 44 percent said they were working on it, and 6 percent revealed that they simply didn’t know how well they were doing at all.
In general, however, the report offers a hard reality check, showing once again that in the real world of marketing, having access to the data isn’t, in itself, that useful. Having clean data that provides a full 360-degree view of the customer, thereby opening up the opportunity for personalized marketing, does help. Unfortunately, most marketers just aren’t there yet.
Past research has indicated that marketers are focused on enhancing the customer experience to boost their bottom line, but new data shows that they are struggling to achieve their objectives. The “Predicting Routes to Revenue” report from the CMO Council has found that nearly half of marketers (47 percent) claim they are not realizing the full revenue potential of their customers.
While 44 percent of respondents said they are “getting there,” only 3 percent believe they are doing so. Additionally, 66 percent said they are “hit or miss” when it comes to delivering promises to clients.
A new study from the CMO Council shows that marketers are facing challenges in personalizing interactions with customers, creating real-time interactions, and shaping customer journeys and outcomes.
The "Predicting Routes to Revenue" survey, which was conducted in partnership with Pegasystems, polled more than 150 senior marketing executives primarily across North America and Europe during Q3 ad Q4 of 2015.
Content marketing is everywhere and it is not going away anytime soon.
How well are you using data to anticipate what’s ahead and then prepare for it? Although most marketers aren’t Warren Buffet, they have to get close to that, when it comes to knowing what their consumers want and need today, and what they’ll want tomorrow. Are they? In a new study from the CMO Council, only 5% of marketers said they can predict the consumer journey and adapt to it fast.
In “Predicting Routes to Revenue,” involving some 150 senior marketing executives in North America and Europe polled in the fourth quarter last year, 23% of respondents said they are able to develop predictive insights into broad customer trends, while another 20% felt they are only able to predict the next best action and struggle to move beyond that first step. Two-thirds said their success in delivering on their brand promise is sketchy, with 14% saying they aren’t delivering at all.
As personal security concerns surrounding terrorism, military conflicts and disease are increasingly shaping consumers decisions about where they want to vacation, the Hawaiian Islands remain a popular travel option not only because of the Aloha State’s perceived safety but also its impressive diversity, according to a recent Chief Marketing Organization (CMO) Council study.
UK marketing budgets were revised up this week by the smallest amount for almost three years in Q4 2015; however, the latest IPA Bellwether figures signal a positive outlook for the year ahead.
Chances are you’re reading this blog on your mobile phone. Or at the very least you saw the headline or someone shared it with you via mobile. There’s no hiding from the fact a mobile phone is a significant part of daily life, but do you realize how incredibly critical it is to your dealership and day-to-day business?
With 2015 in the rearview mirror, we now look at 2016 and what is in store for legal marketing and personal injury attorneys.
The customer experience will be a big focus for marketers and advertisers in the new year
As a result of several high-profile attacks around the world, terrorism has become a concern among countless international travelers in a way that it has not been in years past.
Add to that the uncertainty associated with climate change and the growing frequency of natural disasters, and you have yet another source of hesitation among globe trotters when it comes to travel in 2016.
And while industry experts insist that bookings remain steady, or perhaps busier than usual in a show of solidarity with affected countries, there is no denying a shift in patterns among large swaths of the traveling population, one that's more than likely tied to the past year's events.