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BizReport : Advertising archives : April 16, 2015

Study: Tech making it simpler for brands to connect

Technology is changing the way brands approach advertising and engagement. That according to new data out from Experian Marketing Services. Their new study finds that brands are implementing more data-centric marketing initiatives like audience segmentation, data hygiene and campaign testing.

by Kristina Knight

Experian has released their State of Cross-Channel Marketing Report which finds more brands are taking advantage of the wealth of data and data services available to them, and that is giving them better targeting abilities. One of the biggest changes is that brand are giving their customers preference choices. The data shows that compared to 2013 brands are 62% more likely to give their customers the ability to set up how they want to be contacted by the brand. Most (89%) are also allowing customers to choose the type of messaging they want to receive.

"The demand on brands to create highly relevant and meaningful interactions with their customers has never been greater. Yet, for many years, they didn't have the means to do it," said Matt Seeley, President, Experian Marketing Suite. "We're seeing a clear shift in the industry as more marketers focus on putting the customer first and look to technology providers like Experian to help them get and stay close to their customers. Cross-channel marketing technology and predictive analytical tools have become smarter and more accessible to marketers, helping brands to manage data, understand the preferences of their customers and turn that intelligence into action across every channel at scale."

Other interesting findings from the report include:

• Retailers are 87% more likely to allow customers to choose their preferences
• Half of brands are using data hygiene techniques
• 25% of brands are segmenting based on past activities/behaviors rather than across simple demographic lines
• 92% are testing marketing programs so they understand customer preferences

Tags: advertising, advertising data, data analysis trends, ecommerce, Experian Marketing Services

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