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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.

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Shift to digital is leaving marketers in the dark

Half of the UK's marketers are failing to use in-depth customer data despite strong digital marketing investments, according to the European 'Data Driven Marketing' survey from Teradata eCircle, which also found that marketers are increasingly targeting email and social media channels rather than mobile devices and search engines.

The study found that although 55% of senior marketers in the UK were reaching out to their customers across seven or more channels, almost half were failing to collect high volumes of in-depth customer satisfaction and engagement data (49%) to use in their tailored marketing campaigns. Meanwhile, only one quarter (25%) said they were collecting point of sale (POS) data, and even fewer (19%) collect psychographic data.

However, the research showed that the UK leads the rest of Europe when it comes to investment in marketing technology, with marketers spending 13.7% of their budgets on it in the UK, compared to 11.7% across Europe.

Additionally only half of UK marketers are recognising the value of customer service and engagement data and web browsing behaviour. In comparison, in Europe psychographic data - which incorporates customers' personality, values, attitudes, interests and lifestyles - ranks far higher allowing European marketers to offer a more personalised brand experience to their customers, drawing on individual preferences and spending behaviour.

The research also highlighted a strong commitment by marketers across the UK to increase their investment in email marketing and social media management technology, and a smaller commitment to invest in mobile and SEO marketing. This suggests a trend to focus on more traditional and reliable forms of digital communication.

"The fact that the UK is leading the charge in investment in marketing technology across Europe clearly shows that British marketers are preparing for the future and are in the best possible position to deliver results for their businesses," said Volker Wiewer, vice president for Teradata eCircle. "Investment in technology is vital if marketers are to be able to improve efficiency and ultimately contribute to increasing their companies' revenues. Marketers still need to realise the value of psychographic data, to adhere to best practices, and to offer their customers the tailored brand experience they expect."

Sources: Teradata / The Marketing Factbook.
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Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

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)