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2011 Trends: Turning Data Into Action; Mobile; Social Marketing


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.

Roughly one-third of marketers (35%) are now optimizing email campaigns for mobile delivery and another third (34%) plan to do so over the next 12 months.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Social Marketing Steady

More than one-half of marketers (53%) say they now use social media marketing and another 24% plan to do so over the next 12 months.

Another 10% of marketers say they have long-term plans to adopt social marketing (more than 12 months in the future) and 11% are still uninterested in social.

Inbound Marketing

Marketers also plan to deliver personalized messages in customer-initiated transactions and cite the following inbound channels:

  • Websites: 57% now implement inbound-channel communications via Web and another 25% plan to do so in within the year.
  • Customer service/call centers: 52% now using and 18% have plans to do so within the year.
  • Point-of-sale/kiosk/ATM: 28% now using and 21% have plans to do so within the year.

Other key findings among surveyed marketers:

  • Nearly 90% say they're interested in an integrated marketing suite, while one-half say they are now integrating across some channels.
  • 57% say their top bottleneck is measurement, analysis, and learning.
  • 53% say they have an issue attributing success to marketing. 
  • More than one-half cite technology as the key to productivity, in particular, to resolving the challenges of meaningful measurement and analysis, and to choosing the next best course of action.

About the data: The Annual Unica Marketing Survey was conducted in the fourth quarter of 2010 among 259 marketers from a wide range of industries, geographies, and company sizes.

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  • by Nick Stamoulis Wed Apr 27, 2011 via web

    It's good to see that a majority of marketers recognize current trends and are working to capitalize on them. Mobile is only to get more and more important as the number of smartphones in use rises. Having a site designed for mobile use is a good way to stay ahead of the curve.

  • by Harry Hallman Wed Apr 27, 2011 via web

    Nick, it is a far stretch to think the majority of marketers recognize current trends. This study only included 137 people and they were spread over various size companies in diverse businesses. I wish it were true, but I doubt it, at least in terms of actually effectively using mobile and social media.

  • by Dan Verhaeghe Thu Apr 28, 2011 via web

    This article may shed further light on that-

  • by Darryl McDonald Tue May 3, 2011 via web

    This study has some pretty interesting findings, but "turning data into action" can be pretty difficult if you're looking at a puzzle with most of the pieces missing. Clearly data-driven marketing is a top priority, but many marketers are struggling to make it a reality. Sure, customers are leaving a huge trail of information behind them each time they post a status update to Facebook, access a mobile application or make an online purchase, but companies also have a lot of data about their customers from call center records, financials and point-of-sale systems that provide unique insights. The key to "turning data into action" is integrating all of the information -- structured and unstructured. This knowledge can help marketers better target their audiences and make smarter spending decisions.

    Since marketers want to “turn data into action,” the better survey question may be how many are taking the next steps to socialize, or marry, data from various channels to do so?

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