Most marketers understand the value of good customer data, but they still struggle to organize and use it effectively: 62% cite "turning data into action" as their top marketing issue in 2011, according to a report by Unica.
Some 90% of surveyed marketers say Web data is very important or somewhat important in driving campaign decisions.
Even so, only 41% of marketers say they now use Web data to help them make such decisions; another 35% say they plan to do so in the next 12 months.
Below, other findings from the report, 11 Key Marketing Trends for 2011; Highlights from the Annual Marketing Survey, by Unica (an IBM company).
Mobile Strong Across Multiple Tactics
Marketers are bullish on mobile in 2011, with apps and mobile-optimized websites leading the way:
- 44% of marketers are using mobile apps and another 31% plan to do so in the next 12 months.
- 40% of marketers have mobile versions of websites, and 31% plan to implement one in the next 12 months.