As 2016 rolls on, new data shows that marketers expect to better tailor their strategies to their target audience in the coming months. The “2016 Predictions Survey” from Campaigner has found that nearly half of marketers (45 percent) will “most likely” focus on optimizing their website for individualized, personalized user experiences.
Approximately 34 percent stated that smaller, segmented data on their target market will provide them with the best actionable insights for executing their marketing strategy.
Despite previous research that shows the benefits of utilizing data, 80 percent stated that they do not use predictive analytics to achieve their goals. Additionally, 70 percent said they do not plan to utilize it for marketing purposes in 2016.
“Every marketing strategy should not only be based on data, but based on analysis of the right data, directly relevant to your audience,” said EJ McGowan, general manager of Campaigner. “The industry is moving from a macro-data outlook to a more segmented and targeted approach to metrics, and I believe this will provide significant benefits across the board.”
The Importance of Marketing Data
Although marketers are still learning how to apply data to their strategies, their confidence in the abundance of information is growing. The “Global Review of Data-Driven Marketing and Advertising” report supported by MediaMath and produced by The Winterberry Group and the Global DMA found that 81 percent of marketers believe data is important to their efforts.
In the coming months, 39 percent believe that they will see an increase in the amount of money they invest in data-driven marketing and advertising. Last year, 36 percent stated that they had seen a moderate increase.