Marketers Focused on Revenue Generation From New and Existing Customer Base in 2021

As marketers look ahead to the New Year, research suggests that they will be focusing on building their customer base, increasing revenue from existing customers, and establishing more effective personalization.

Altimeter recently published the “2020 State of Digital Marketing” report, and statistics showed that over the next 12 months, most marketers (40%) are focused on acquiring new customers, while 39% are looking to increase revenue from existing customers. In addition, 52% of respondents would like to improve their ability to personalize content, messaging and experiences based on different customer segments and personas.

About 28% want to improve their ability to design and visualize effective omni-channel campaigns, and 14% stated that they would like to create a more memorable customer experience. This data suggests that marketers are still focused on enhancing the overall experience for their existing base of customers, as well as prospects.

Omni-Channel Marketing and Martech

As marketers look to provide a more robust experience for their customers, previous research indicates that marketing technology (martech) is helping them achieve this goal.

Merkle released its “Customer Engagement Report” for the third quarter of 2020, and data suggested that according to 89% of marketers, martech is enabling more omni-channel experiences. Additionally, 88% believe that their most recent technology purchase met their needs. This suggests that most marketers have a “positive” outlook on martech integration, according to the researchers behind the report.

Overall, 69% of marketers say they have invested in martech to accelerate their digital transformation. Only 1% say they have yet to invest in this form of technology.

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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