How Big Data and IoT Drive Digital Marketing Efforts

 
 
By Dennis McCafferty  |  Posted 09-11-2015 Email
 
 
 
 
 
 
 
 
 
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    How Big Data and IoT Drive Digital Marketing Efforts
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    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.
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    All In
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    All In

    86% of survey respondents said their organization is either already using big data to support digital marketing efforts or are planning to.
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    Thumbs Up
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    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.
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    Top Uses for Big Data in Digital Marketing
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    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%
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    Machine-Driven
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    Machine-Driven

    86% of survey respondents said they either already are or plan to leverage Internet of things (IoT) technology to support digital marketing.
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    Rave Reviews
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    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.
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    Top Uses for IoT in Digital Marketing Campaigns
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    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%
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    Biggest Barriers in Implementing Big Data/IoT-Supported Digital Marketing Programs
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    Biggest Barriers in Implementing Big Data/IoT-Supported Digital Marketing Programs

    Costs: 40%, Support from executive leaders: 21%, Lack of available tech skills: 20%
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    Off-Premise Option
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    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.
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    Top Advantages of Using a Cloud-Based Data Warehouse
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    Top Advantages of Using a Cloud-Based Data Warehouse

    Relatively affordable costs compared to other options: 39%, Flexibility: 35%, Scalability: 26%
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    Labor Division
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    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.
 

The majority of organizations are either already acquiring big data or Internet of things (IoT) tools to support digital marketing initiatives, or they’re planning to in the near future, according to a recent survey from 2nd Watch. Tech and business execs with companies that have already done so said they’re meeting with notable success, to the point where they’re already making expansion plans for big data/IoT capabilities. Benefits include the gaining of a greater understanding of what customers want while powering new, customer-facing Web and mobile apps, along with the implementation of a more efficient supply chain. Still, these execs said they have to overcome barriers–including resistance from corporate leadership and a lack of available, required tech skills–to take advantage of big data/IoT’s marketing value. Fortunately, they can win needed support by making a case for cloud-based data warehouse investments, as these warehouses are establishing themselves as a cost-effective, flexible alternative to other options. More than 500 IT, marketing and sales professionals took part in the research.

 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

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