|[June 05, 2018]
New Survey Uncovers a Rift Between How Marketers Target Consumers & the Way Individuals Expect Brands to Communicate with Them
Seventy percent of millennials are frustrated with receiving
irrelevant emails, but brands are still sending mostly mass
communications. And while all industries prioritize their marketing
spend to drive traffic to online first, mobile second, and physical
locations last, over 50% of consumers are still doing their shopping
in-store. These are just some of the surprising findings released today
from a new survey by SmarterHQ,
titled, "Marketers Are on a Mission: The State of B2C Marketing," which
asked hundreds of B2C digital marketers, spanning a number of
industries, what tactics they're using to reach customers, where they're
spending most of their marketing budget, and ways in which they're
leveraging technology to better target consumers.
The survey, which included marketers from across industries including
retail, financial services, travel & hospitality, higher education, and
media, entertainment & telecom, found that marketing investments and
strategies varied by industry:
Travel & Hospitality, Higher Education, and Financial Services are
investing in Content Marketing 63% more than other industries.
79% of those in Retail are investing in Personalization Tools, which
is more than any other industry surveyed.
Travel & Hospitality reports the highest shift toward tailored
messaging, with 63% of their communications catered to individual
customers versus mass marketing. Retail follows, with 38% of their
marketing mix focused directly on individual shoppers.
"While 'personalization' has been a buzzword with marketers for years,
it's clear that brands have yet to master tailored messaging, as
consumers are growing increasingly frustrated by generic communications
that don't align to their specific tastes, interests, or behaviors,"
said Michael Osborne, CEO of SmarterHQ. "In a world where brands like
Amazon, Apple (News - Alert), Google, and Walmart execute everything customer-related
so well, maketers should strive to continuously deliver better
individual experiences. To benchmark if brands' marketing tactics are
meeting the expectations of consumers, we went directly to marketers to
ask about their 2018 marketing budgets, what tools they're investing in,
and if the dominance of Amazon has any impact on their marketing spend.
Some of the takeaways are eye-opening, but one thing remains clear to us
- 'behavioral marketing' should become the de facto standard to build
brand loyalty and to help delight consumers."
According to the survey, the top four priorities of B2C digital
marketers today are:
Creating a more personalized customer experience: 51% of
respondents said this was their top-ranked opportunity. "When it comes
to personalization, data is paramount," said Judd Marcello, EVP of
Global Marketing for Cheetah Digital. "Customer data is typically
underused or used inefficiently. It tells brands, especially
retailers, so much about where they can improve or what their
customers want, and they can use that data to make a big impact on
Increasing budgets to invest more in multichannel: The survey
found that this year alone, marketing budgets are increasing on
average by 18%, with multichannel solutions as the top technology for
investment. Respondents reported investing 26% more in multichannel
than any other technology.
Sending more behavioral-based messages: 54% of respondents
ranked email as the top ROI-driving channel, mostly because it remains
the cheapest to implement and consistently produces the highest
engagement. Respondents plan on sending 30% more behavioral emails
compared to mass newsletters. Yet, millennials only want 1-3 marketing
emails per month, but brands are sending 8-10, and they plan on
sending even more emails in the future. "Marketing teams are often
short on resources," said Carl Sednaoui, Director of Marketing for
MailCharts. "A great way to launch your email personalization efforts
it to understand what the best players out there are doing. By seeing
exactly how the best companies nurture browse abandoners, cart
abandoners, and recent purchasers, you'll get a feel for what's right
for your own email program."
Implementing strategies to compete with Amazon: 95% of Retail
marketers said the giant has significantly impacted their marketing
plans. However, marketers in other industries aren't as concerned, or
in some cases concerned at all, by Amazon. With Amazon already moving
into Financial Services, Food Delivery, and Healthcare, it's only a
matter of time before they tackle other industries, too. "The most
powerful weapon in any marketer's arsenal is 'activated' customer
data," said Justin Foster, Co-founder and VP of Market Development for
Liveclicker. "Activated data is not only the key to unlocking
personalization potential; it provides every marketer with truly
unique customer insights - insights that can't be accessed by Amazon
or any other competitors."
You can download the report, "Marketers Are on a Mission: The
State of B2C Marketing," here: smarterhq.com/state-of-marketing
SmarterHQ is the leading multi-channel behavioral marketing platform,
empowering B2C marketers to personalize individual customer interactions
in real-time. We work with some of the world's largest brands - such as
Bloomingdales, Santander Bank, Carrentals.com and Finish Line to drive
phenomenal business results. We've been recognized by Forbes as
technology to push B2C companies into a new era of personalization and
Forrester's (News - Alert) Total Economic Impact study to deliver 667% in ROI. Visit SmarterHQ.com
for more information.
About Cheetah Digital
Cheetah Digital is an enterprise cross-channel marketing solutions
provider that is dedicated to marketers. Our unique combination of data,
analytics, and services helps companies solve complex marketing
challenges and drive exceptional results. We provide marketing expertise
to the world's best brands, including Williams-Sonoma, American Express (News - Alert),
and Hilton. Learn more at CheetahDigital.com.
Liveclicker is a global provider of real-time email personalization
solutions for B2C marketers. Since the release of our VideoEmail
platform in 2009, marketers have used us to captivate consumers and
drive program performance. Today, top brands such as 1-800-FLOWERS,
AT&T, Best Buy, MasterCard, Lowe's, Nintendo, and Samsung (News - Alert) rely on our
market-leading RealTime Email solution to deliver engaging, personalized
messages, simply and at scale. Visit Liveclicker.com to learn more.
Marketers use MailCharts to build and optimize their email programs, to
track and report on competitors, and to seek content and design
inspiration from top email senders. Our platform detects ESPs and
technologies used in any email-including advanced analytics, dynamic
content, remarketing pixels, and more. Over 500 companies and counting
use MailCharts, such as Nordstrom, the NBA, Everlane, and Carter's. Sign
up at MailCharts.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180605005077/en/
[ Back To Homepage ]