The Future of Marketing: 90% of Marketers Say It’s All About Getting Personal

The Future of Marketing 90 percent of Marketers Say It's ALL About Getting PersonalOn Thursday morning, MMW was briefed by a representative from Teradata Corp., the big data analytics and marketing applications company, regarding the firm’s 2015 Global Data-Driven Marketing Survey.

The survey, in short, is an international study into trends surrounding data-driven marketing adoption and enterprise business value.

The new study is a sequel to similar research Teradata Marketing Applications conducted in mid-2013, and reveals “dramatic shifts since that time in how companies and marketers are deriving business value from data, integrated marketing platforms, and customer-centric data-driven marketing strategies.”

Among the myriad of eye-opening findings, one of the most notable is that having individualized insight is increasingly important to marketers. According to the report summary shared with MMW this morning:

  • 90 percent of marketers say making marketing individualized is a priority.   They want to move beyond segmentation to true one-to-one personalization in a real-time context.
  • Faster, more accurate decisions are key benefits of using data for nearly two-thirds of respondents.
  • 38 percent say their biggest challenge is improving customer acquisition and retention. Marketers’ second-biggest challenge is proving support of corporate objectives (29 percent) and meeting regulatory compliance was third (26 percent).

“It is clear from these survey results that the future of marketing is all about meeting the expectations of the individual consumer.  Today, more than anything else, marketers want access to trustworthy, individualized insights based on credible data, so the expectations of every customer can be known, respected and met on a personal level,” says Darryl McDonald, president of Teradata Marketing Applications.  “Today’s digital marketing platforms make this possible.  We encourage marketers throughout the world to implement and improve their data-driven marketing strategies to create business value through individualized insights.”