Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Few marketers actively use Advance Analytics Modeling

Organic web traffic isn't as strong as they think it is

The research showed that more than eight out of marketers anticipate making their marketing decisions based on analytics within the next year, making it imperative for them to maintain or surpass their peers.

"Marketers either don't know the data they have or don't know what to do with it. In fact, 40% are 'exploring' while a third are building their reporting," said Mike Froggatt, director at Gartner. "As a result, brands struggle with adapting to a data-driven mindset that can influence marketing strategy. Brands already have the data, like pieces of a puzzle, most just need to better understand how to leverage that data to drive decision making and guide their digital strategies."

Based on more than 1,250 data points from four main digital pillars - site and commerce, social media, mobile and digital marketing - Gartner found three digital channels primed for disruption via data-driven strategies with brand-owned or easily accessible third-party data:

1. Search - Activate Brand Assets to Boost ROI
   Gartner research reveals that search is responsible for six out of desktop visits to brand sites, with more than half via organic search and only 7% coming from paid placements. "Brands need to ask themselves if they are 100% certain that they own their organic results associated with their brand," Mr. Froggatt said. "Now is the time to double check." Leading brands are building out their organic search advantage by following three key steps: 1) claiming ownership of the knowledge panel via a verified account, 2) controlling interaction of store profile features via Google Maps, and 3) leverage search data to closely monitor consumer trends.
2. Site - Driving Digital Utility with Loyalty
   A brand's website is one of the largest investments for marketing teams today. From facilitating transactions, to capturing the data to help create "ustomer identity" profiles, the data derived from a brand's website is imperative for both marketing and strategic corporate decision making. Gartner research into department stores, specialty retail and activewear sectors show nearly 50% have established a loyalty program. "The golden rule with collecting data on site is to use it to meet consumer expectations. Recently, we've seen a lot of leading brands leverage this data to launch loyalty programs," said Mr. Froggatt. "Loyalty adoption is trending upward, as more brands seek to extend customer lifetime value and see their impact on the bottom line."
3. Online Retailers - Making Retail Partners Work for You
   Brands across most sectors, especially consumer packaged goods, have almost entirely ceded paid search to retailers. Gartner research shows that big box retailers lead the way by leveraging personalization. Another area leading brands optimize their retail partners based on data is with fulfillment. Gartner research shows that brands are modifying packaging to optimize both shelf space and shipping while also utilizing omnichannel aspects such as pick-up-in-store. "Fulfillment details like this represent an opportunity for brands to co-market and optimize their channel strategies, online and offline, ship and pick up," added Mr. Froggatt. "As a brand providing the product, marketers can push the retailers to share that data, and focus their marketing (and product design) to reinforce that profitability."

Gartner for Marketers members can access the relevant research and insights in the reports "Gartner L2 Intelligence Report: Search 2019", "Gartner L2 Intelligence Report: Data & Targeting 2018" and "Gartner L2 Intelligence Report: Retailers & Marketplaces 2018".

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)