News
 Why Marketers Rely on Technology to Fuel ROI
Marketers are relying more on technology to optimize
customer relationships and grow ROI, states a new
study. So, what technology-oriented strategies are
marketers starting to hone into?
The study – conducted by Epsilon, a multi-channel
marketing services provider – reveals that response
data from 175 marketing executives from companies
whose annual revenue was at least $250 million,
indicate that marketers are increasingly relying on
strategies such as micro-targeting to acquire and
retain customers. At the same time, respondents
report an inability to adequately track, measure and
plan marketing initiatives properly in an
increasingly multi-channel marketing environment.
More than half of respondents budgets go to
trackable media, including channels like direct
mail, email, telemarketing and search (55 percent),
and 79 percent of respondents report that they are
decreasing mass marketing budgets in favor of more
targeted efforts.
Nearly all respondents (98 percent) reported that
leveraging customer data is increasingly important
to their organizations, and many (70 percent) now
structure departments to place traditional marketing
budgets and interactive marketing budgets under the
control of a single person. But 95 percent still see
room for improvement in their customer relationship
marketing, and 38 percent don’t believe customer
data is readily available for use in marketing
efforts.
The study also notes that half of the respondents
(53 percent) say they do leverage customer knowledge
and data analysis, while 80 percent say they will
within a year. A minority report using web analytics
(49 percent), loyalty/rewards solutions (46 percent)
and campaign management and workflow tools (44
percent), but more than two-thirds expect to use
these within a year. Meanwhile, 65 percent say they
will use marketing automation tools, and depending
on the technology, 21 percent to 37 percent will
rely wholly on outside providers for these services.
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