Despite the growing availability of online and offline customer data, nearly three in five consumers (58%) in the UK think that brands and marketers are failing to target them effectively.
These findings come from the new Data Deadlock report from marketing automation brand BlueVenn. The new research incorporates data from over 2000 UK and US consumers, as well as over 600 B2C marketers.
BlueVenn’s research suggests that – while more data is available than ever before - marketers are still targeting consumers ineffectively with their marketing campaigns and ads. While many marketers are failing to make the most of the data available to them, consumers themselves are increasingly open to the idea of target content and ads. According to BlueVenn’s research, when shopping online, nearly half (46%) of consumers would like e-commerce sites to reorganise products based on their prior tastes and interests.
Rather than this issue falling to the marketers, the research suggests that the current lack of targeting is more likely down to limited investment in sophisticated tools to deal with the customer data. 87% of the marketers surveyed agreed that until they adopt the right tools, effective customer data analysis is impossible.
Anthony Botibol, marketing director at BlueVenn, said: “Even though marketers have heavily invested in many technologies, our findings show there are clearly still issues with using data effectively. In their drive to add new functionalities, many MarTech vendors have largely ignored the underlying data, leaving data management to others. This is why Customer Data Platforms (CDPs) are such an exciting emerging technology.
“With such a variety of big data available, marketers have the opportunity to learn as much as they can about their customers from all different data collections from online source. The tools are available to collate this data, analyse it and help produce targeted campaigns to give an end result of a more enjoyable customer experience.”
By Jonathan Davies, editor, Digital Marketing Magazine
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