As more marketers turn their attention to their customers’ wants and needs, new research suggests that this area is growing in importance to them. Additionally, they are increasing their investment in customer marketing as a whole.
Influitive recently published its “2022 State of Customer Marketing Report,” and statistics indicated that the majority of marketers (67%) consider customer-driven marketing to be “very important” to the overall success of their organization. About 29% claim that it is at least “important” to their success. Furthermore, most respondents (44%) say that they have seen “moderate revenue gains” as a result of their customer marketing efforts.
Influitive defined customer marketing in its report as directing a marketing strategy toward satisfying customer needs and demands. This comes as marketers begin to map the buyer journey and leverage data and analytics.
Over the course of the next year, the majority of marketers (76%) believe that customer-driven marketing will have “greater importance,” compared to the previous 12 months.
Marketers and the Strategic Use of Customer Data
With marketers looking for more ways to satisfy their customers, previous research suggests that they are turning to data to gain a better understanding of the customer experience.
Ascend2 conducted its “Using Data-Driven Marketing to Predict Future Performance” report, and data indicated that the majority of marketers (48%) are now finding data-driven marketing to be most helpful for the customer experience/journey mapping. In turn, 40% intend to at least moderately increase their budget for data-driven marketing within the next 12 months.
Most respondents (58%) think that improving the customer experience through data-driven marketing is going to become important to decision-making over the next year. Nearly 46% believe increased customer personalization will become more critical to decision-making.