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BizReport : Ecommerce archives : July 18, 2013

Study: Ad execs IDing experience obstacles

Ad execs aren't kidding themselves: most realize real time bidding is crucial for their campaigns, but they also admit there are shortcomings in their approach. Those shortcomings are the focus heading into the future. According to new data out from Neolane and The Direct Marketing Association identifying and combatting those problem areas is a focal point for many executives.

by Kristina Knight

According to new data out from Neolane and The Direct Marketing Association 77% of marketers surveyed believe real time personalization is key to their success:

• 76% say real time marketing increases ad effectiveness
• 67% believe real time marketing increases customer satisfaction/experience
• 69% believe real time marketing increases customer retention

However for many existing systems are the leading obstacle for their success (50%). Other obstacles include:

• Access to real time data (46%)
• Data privacy issues (45%)
• Training (39%)

"The results of our joint survey with Neolane indicate that communicating in real-time through digital channels and creating a more cohesive customer experience is a key goal for marketers. Clearly, marketers understand that real time communications allow them to meet consumers where they are and prefer to be," said Linda Woolley, president and CEO, DMA. "In addition to social media and mobile apps, marketers are making email and web communications more real time, too. It's encouraging to see that marketers are aiming for real-time, data-driven marketing not just because the technology is available, but because they see a measurable impact from creating cohesive, cross-channel customer experiences."

As for the digital channels most important to a real-time strategy, 80% identified email and the top priority while 75% said cross channel efforts led the way. More than two-thirds (69%) said it was important for websites to have real-time data access.

Image via Shutterstock

Tags: customer experience trends, customer service trends, ecommerce, ecommerce trends, Neolane, The Direct Marketing Association

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