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BizReport : Advertising : January 06, 2015


Survey: Marketers want targeting, data, team building

While most marketers aren't going to tell their competitors exactly what is on tap for 2015, a new survey out from Conductor gives use some hints as to where marketers will spend the bulk of their efforts in the new year. And those areas include data, targeting and team building.

by Kristina Knight

Recently Conductor polled marketing executives to find out where they would focus their efforts in 2015 and unsurprisingly data and targeting top the list.

First, data. According to the survey just over half (61%) reported that data is either 'more' or 'much more' important for 2015 than in 2014, especially when it comes to content creation. This importance is likely to push execs to hire both creative types and those with a bent toward data collection and dissection so that the content created can be properly targeted to reach the right consumers.

Second, targeting. Researchers found that 85% of agency and 76% of B2B execs believe targeting content is 'very important' to their strategy so that the right content reaches the right consumer segments at the right time. Nearly two-thirds (63%) of B2C execs agreed.

"Every audience has distinct pain points and desires that drive them to particular products or services. Translation: a "one-size-fits-all" approach to content risks losing your audience right when they come to your site," writes the company. "This is where persona marketing enters the picture. Persona marketing is the process of developing generic characters to represent types of visitors who come to your site. Marketers find the pain points of their customers, and then create content to meet those needs."

Finally, researchers found that while data and targeting are making it higher onto the strategy lists of marketers, team building is nearly as important.

"In a previous study, we compared "best in class" digital marketers (those who had traffic and conversion growth more than their peers) to "laggards." We found that the best in class were 2X more likely to identify evangelism - which is rallying departments across the organization -- as critical to their digital success," writes Conductor. "90% of those surveyed agree that inter-department support is "important" or "very important" to their brands' digital marketing success."

Image via Shutterstock

Tags: ad targeting, advertising, advertising data, Conductor, consumer data, data analysis, ecommerce










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