Harnessing data key for marketing in 2017

Harnessing data key for marketing in 2017

Thursday, January 19, 2017 Posted by Totally Gaming
Free white paper from IBM gives expert views on marketing

IBM has launched a free white paper predicting what will be the key marketing trends for 2017, with data analysis appearing to be a key challenge for marketing executives. Click here to download.

The white paper takes views from 10 marketing experts from IBM – along with four partners – who attempt to help readers get ahead of the shifts that are rapidly transforming the industry and reshaping customer demands. The reports includes entries ranging across channels (mobile, social, email), technologies (cognitive, advertising, analytics) and strategies (customer success, centre-brain marketing, buyer journeys).

Jeremy Waite, evangelist for IBM Marketing Cloud, points out that 90 percent of the world’s data has been created in the last 12 months and it is now important to digest that information. He commented: “I believe that the smartest executives in 2017 will be more focused on making sense of the data they already have versus trying to capture more of it. The vast majority of organisations (88 percent by some accounts) don’t even share their own customer data between their own sales and marketing departments, so this is the real battleground.

“Aim to find insights, behaviours and buying patterns in the data you have, rather than just trying to capture more leads and email addresses.”

IBM White Paper

IBM’s report suggests that customer experience leaders enjoyed a 14 percentage point higher compound average revenue growth than customer experience laggards from 2010 to 2015 and argues that the challenge is that today’s customers increasingly expect companies to know them and cater to their likes, needs, wants and preferences with every transaction and interaction.

In order to meet these expectations, companies requires to achieve a holistic view of the customer journey that can be daunting in a multichannel world in which, for example, four touchpoints across four channels yields 256 possibilities for paths to purchase. The good news, though, is that technological innovations are opening up incredible new opportunities for marketers to evolve their strategies and employ smarter tactics to better connect with customers.

IBM says the report aims to empower readers with ideas they can use to fully realise marketing’s potential to deepen customer connections, grow brand value and fuel strategic growth.

To get your copy of “10 Key Marketing Trends for 2017 and Ideas for Exceeding Customer Expectations” please fill in your details here. Visit IBM on stand S8-203 at ICE. To arrange a meeting, contact Matthew Bulbeck at Bulbeck@uk.ibm.com or Tel: +44 (0)20 7202 5930

Totally Gaming says: With 2.5 quintillion bytes of data created every day, with new devices, sensors and technologies emerging, the data growth rate will likely accelerate even more. This means that having a strategy to effectively digest the information in order to improve the customer experience is vital for healthy companies, so IBM’s white paper can be a valuable aid in achieving that goal.

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