Some 39% of leading marketers are capitalizing on Big Data and adjusting real-time offers based on customer wants, needs, and preferences, according to a recent report by IBM. In comparison, only 15% of the remaining marketers surveyed do so.
Moreover, top marketers are outpacing their peers in using technology across multiple channels, applying advanced analytics to determine media spends, identifying gaps in their brand promises, and tracking their customers' lifetime value.
Below, additional findings from IBM's State of Marketing 2013, which was based on a survey of 500 marketing professionals from around the world.
What Makes a Leading Marketer?
- The survey identified leading marketers based on their level of adoption of cross-channel technologies and ability to "proactively influence the customer experience."
- These marketers work for organizations that financially outperform their peers, as measured by profit, income and stock price growth.
- The survey found 76% of top marketers contact their customers to gauge satisfaction, and 75% monitor and track delivery commitments to ensure customers are receiving their orders accurately and on time.
- 71% of leading marketers train sales and customer facing staff on product and service lines to improve customer engagements and identify cross/upsell opportunities.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji