By 2020, the digital universe is projected to increase to a total 35 zettabytes, resulting in an enormous amount of customer interactive data available to organizations. However, according to a survey released by the Economist Intelligence Unit (EIU) and sponsored by Lyris, marketers are failing to use data to get a better understanding of consumers. In fact, the survey reveals that data is confusing marketers and, as a result, is often ignored – resulting in a number of interesting gaps between what marketers think their customers want and what their customers actually care about.
The EIU Consumer and Marketing Executive reports provide new perspectives on the critical gaps between marketers and their customers – and identify where opportunities exist to bridge them. The bottom line: Today’s consumers are smarter and more empowered than ever, which means marketers need to work harder to influence and engage their audience.
Consumers have grown numb to personalization and expect messages to be customized to their specific tastes, with referrals and offers based on past behaviors and transactions. Consumers also want more offers in social media, but these should be tailored or this might turn off consumers, who don’t want superficial personalization or irrelevant information. Simultaneously, consumers want brand interactions to take place in the channels they prefer, which were cited as primarily email and websites.
Marketers who apply emerging technologies to better understand consumer preferences will be able to create more meaningful and profitable interactions through their integrated marketing campaigns.
Today’s ever-evolving digital landscape requires a new breed of marketer – one that can listen to and glean insights from data to form meaningful customer interactions and give customers the information they want, when they want it. As a result, the main strategies for marketing campaigns have changed with a significant shift toward offering customers personalized marketing messages and individualized offers. To accommodate this shift in strategies, new skills are required, especially in terms of the ability to achieve effective enterprise data management to extract customer insights.
Only by removing obstacles to understanding interactive customer data will marketers truly be able to bridge the gap and meet customer demands for a more relevant and customized experience.
Download the EIU Consumer and Marketing Executive Survey Findings to examine the details of these major gaps, the reasons they exist, and how to close them to gain a competitive edge in digital marketing.
Lyris (@Lyris) is the leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at www.lyris.com.