Why Better Tech Is Needed to ‘Get Personal’

 
 
By Dennis McCafferty  |  Posted 04-13-2016 Email
 
 
 
 
 
 
 
 
 
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    Why Better Tech Is Needed to ‘Get Personal’
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    Why Better Tech Is Needed to ‘Get Personal’

    Advances in technology and the rising bar for personalization means personalized marketing is crucial for the success of many businesses.
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    Immediate Agenda
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    Immediate Agenda

    88% of marketing decision-makers plan to move forward with personalized marketing plans this year, and 27% said they'll take "significant" steps forward.
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    Enterprising Goals
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    Enterprising Goals

    39% said their organization needs to increase opportunities for data to drive decision-making, and 38% want to centralize data functions within their company.
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    Tough Task
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    Tough Task

    73% said extracting actionable insight from their data is either "difficult" or "very difficult."
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    Under Equipped
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    Under Equipped

    45% believe that they don't have the right tech tools to get needed insights from data.
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    Personal Investment
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    Personal Investment

    66% intend to increase their spending on data-centric marketing, in much part to better understand how to build a customer profile of preferences, behaviors and activities. More than one-quarter will increase their data-centric budgeting by at least 26%.
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    People Power
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    People Power

    67% said they'll invest this year in recruiting staffers who are skilled in data analytics.
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    Tech Strategy
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    Tech Strategy

    55% said they need to do a better job of identifying the right tech solution for the task at hand, and 46% are seeking to ramp up efforts to find the right tech partners.
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    Auto-Pilot
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    Auto-Pilot

    83% expect to invest in automation technology in 2016, and 11% plan to "invest significantly" in automation.
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    On the Record
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    On the Record

    45% say they need reporting tools to gain more insights into their target audience, and 34% say reporting tools are required to define ROI.
 

Marketing execs are determined to build more personalized campaigns and interactions with customers—but they don't feel they can do so with their current tech resources, according to a recent survey from Bluecore. The resulting report, titled "A Marketing Leader's Guide to the Data-Centric Marketing Revolution," reveals that many marketers are seeking to increase opportunities for data to drive strategies. But they admit that they face difficulties in extracting actionable insights from their data. To address the challenges, they intend to increase investments into tech tools to improve automation and reporting—and recruit specifically for data analytics skill sets. "The long arc of marketing bends toward increasingly targeted interaction," according to the report. "Advances in technology and the rising bar for personalization set by companies such as Amazon and Google means personalized marketing is crucial for the success of the mainstream marketer. Consumers have been conditioned to expect new levels of personalization and brands must rise to meet the demand … This shift toward marketing to one's audience in a far more personal and targeted manner through the power of data and technology will fundamentally change the way marketers do their jobs." A total of 140 marketing decision-makers took part in the research, which was conducted by Blue Nile Research. (Additional findings here were compiled from prior research from Bluecore.)

 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

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