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As online marketing continues to develop and evolve, the type and
amount of data being collected continue to expand. This makes it challenging
for marketers to keep pace with how to best make use of this information. In
fact, a recent IBM survey indicates that 71% of CMOs felt unprepared to leverage the large amounts of data flooding the online marketing space.
In response to this,
marketers are increasing their investments in technology as a means of addressing
the opportunities and concerns associated with this growing customer data.
According to the survey, 81% of CMOs said that in the next three to five years,
they plan to increase their use of customer analytics and customer relationship
management (CRM) solutions.
These technologies
are designed to help marketers harness the power of customer data to better
understand and reach specific segments of their audience. 61% of CMOs surveyed said
they used customer data for segmentation and targeting, enabling them to
identify the unique needs and habits associated with the various subsets of
their audience. With this deeper understanding, marketers are able to develop
more targeted and relevant messages and ultimately improve customer loyalty.
Are you using technology to get
closer to your customer, understand the messages that resonate with them, and
develop messaging that engages specific segments of your target audience? If not,
maybe it’s time to re-evaluate your technology investments.
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