Data is considered important, but is not always used

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Most marketers (76%) agreed that they need to focus more on data to be successful, but 49% of them said they “rely on gut instinct” to make decisions about where to invest their marketing budgets. Seventy-two percent agreed that their long-term success is tied to proving the return on their marketing investment.

Seventy-four percent of marketers said they capture and apply data to create and deliver marketing efforts, and 69% said they need to el salvador mobile database focus on “hyper-personalization” (i.e., using data to deliver the right products, services and content at the right time). However, only 39% said they used consumer behavior patterns and data to inform their marketing strategy in the past 12 months; 45% plan to use this type of data more in the next 12 months.

“CEOs expect their CMOs to be leaders in digital business innovation and growth, and no one has a better cross-section of ‘digital’ and ‘customer’ data than marketers. So marketers must act now to transform themselves and their organizations,” said Yvonne Genovese, vice president, Marketing Leaders Research, Gartner. “To start, they need to embrace the business of digital marketing and the technology that supports their business objectives. They also need to understand the new data—all of which is focused on customers and the results of digital marketing efforts. If they don’t, they risk seeing someone else lead the way in digital.”

Personalization, mobile and multiple channels become top priorities
Sixty-nine percent of marketers agree that mobile is a key element to getting it right. In terms of media types and platforms, 61% see social media as the most important area of ​​focus in the next 12 months, closely followed by mobile at 51%. Print (9%) and TV (7%) came in last. Sixty-three percent of marketers said they were doing more social marketing compared to last year, and more than half said they were investing more in direct-to-consumer engagement through email (15%) and digital analytics (51%) than in 2013.

These priorities are driving a shift that means more digital investment from marketing companies. Marketers cited social/digital marketers (47%), data analysts (38%), creative services (38%) and mobile marketers (38%) as the top roles companies need to invest in over the next 12 months.

The research also provides insight into the specific behaviors that marketers believe will make the biggest difference in their effectiveness: The ability to work better across channels rose to the top (21%), followed by the ability to measure campaign effectiveness and learn from it (16%).

When asked to prioritize one capability that would be most important to their company’s marketing efforts moving forward, personalization came out on top. Sixty-three percent of top-performing companies focus completely or somewhat on personalized customer experiences, compared with 53 percent of average and poor performers.