How Big Data and IoT Drive Digital Marketing Efforts
How Big Data and IoT Drive Digital Marketing Efforts
Digital marketers are relying on big data and Internet of things technology to gain better clarity into customers and to power customer-facing apps.
All In
86% of survey respondents said their organization is either already using big data to support digital marketing efforts or are planning to.
Thumbs Up
Nearly three-quarters of those using big data to support digital marketing said their efforts have either been “quite” or “extremely” effective, and 83% said it’s likely that they’ll expand the use of big data to support marketing campaigns.
Top Uses for Big Data in Digital Marketing
To better understand customer insights: 29%, To improve the supply chain: 18%, To power campaigns and promotions: 16%
Machine-Driven
86% of survey respondents said they either already are or plan to leverage Internet of things (IoT) technology to support digital marketing.
Rave Reviews
Seven out of 10 survey respondents using IoT tech to support marketing campaigns said these campaigns have been either “quite” or “extremely” effective, and 84% said it’s likely that they’ll expand the use of IoT in this capacity.
Top Uses for IoT in Digital Marketing Campaigns
To better understand customer preferences: 28%, To power campaigns and promotions: 24%, To power customer-facing Web and mobile apps: 15%
Biggest Barriers in Implementing Big Data/IoT-Supported Digital Marketing Programs
Costs: 40%, Support from executive leaders: 21%, Lack of available tech skills: 20%
Off-Premise Option
56% of survey respondents are either already using a cloud-based data warehouse for digital marketing, or are considering using one in the near future.
Top Advantages of Using a Cloud-Based Data Warehouse
Relatively affordable costs compared to other options: 39%, Flexibility: 35%, Scalability: 26%
Labor Division
32% of survey respondents said they’re using in-house teams only to deploy these tech tools with digital marketing efforts, while 18% said they’re entirely outsourcing this. About half said they’re resorting to a mix of both.