Report: CX Marketers Getting Audience Data from Wide Range of Resources

As customer experience-oriented marketers look for new ways to resonate with their target audience, research suggests that they are harvesting data and analytics from a wide range of resources.

Netbase recently conducted the “2018 Consumer Experience Analytics Report” to gauge exactly how CX professionals are honing in on their target audiences. Research showed that they are getting their data from several resources, such as social media (68.2 percent), surveys (74.3 percent), web analytics (66.2 percent) and online reviews (47.9 percent).

customer experience, content marketing

The majority of respondents (36.3 percent) stated that they agree that their company is effective in bringing different data sources together to make better customer experience decisions. About 14.3 percent stated that they “strongly agree” with this sentiment.

Most CX oriented marketers (66.4 percent) claimed that they are tracking the customer experience via services. About 65 percent said they were doing so via products, while 63.5 percent claimed they were tracking it via digital.

Marketing to Resonate with Your Target Audience

Marketers can reach out to their target audiences in a number of different ways, but previous research suggests that many are still struggling to break through the noise.

SurveyMonkey conducted a survey examining marketing messaging and discovered that capturing the attention and trust of buyers is still the largest obstacle for 36 percent of marketers. However, there are now known ways marketers can break through the noise and stand out to customers, according to the report.

For instance, 48 percent of customers claim that they find humorous ads most effective in terms of grabbing their attention.

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Will Bernholz — Will Bernholz, Vice President, Marketing Dropsource

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