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.
86% of survey respondents said their organization is either already using big data to support digital marketing efforts or are planning to.
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.
To better understand customer insights: 29%, To improve the supply chain: 18%, To power campaigns and promotions: 16%
86% of survey respondents said they either already are or plan to leverage Internet of things (IoT) technology to support digital marketing.
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.
To better understand customer preferences: 28%, To power campaigns and promotions: 24%, To power customer-facing Web and mobile apps: 15%
Costs: 40%, Support from executive leaders: 21%, Lack of available tech skills: 20%
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.
Relatively affordable costs compared to other options: 39%, Flexibility: 35%, Scalability: 26%
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.