Today's consumers are increasingly demanding meaningful, one-to-one experiences with brands, causing personalized marketing to reach tipping point. Moreover, the need for brands to deliver meaningful consumer journeys led to a surge in the adoption of performance advertising.
Fortunately, marketers have new tools necessary to execute successful digital strategies. But those new tools present unique obstacles in terms of implementation and integration with existing advertising campaigns like social marketing or paid advertising.
To find out how brands this year are investing and succeeding with performance marketing and overcoming its challenges, we commissioned Forrester Consulting to survey just over 150 marketers in the US, UK, France, and Germany.
Performance Advertising Moves Past Retargeting
Retargeting is a key performance marketing tool that includes personalization, dynamic creative content, and the ability to deliver ads seamlessly across channels and devices.
This tool also includes the unification of customer data through the integration of disparate data sets, including consumer relationship management (CRM) data, inventory management systems, and social media. That data helps marketers better understand how online behavior and advertising transfers to in-store activity.
Forrester found that marketers who invest in at least two advanced retargeting tools along with retargeting campaigns see a better ROI across all their marketing activities and increased effectiveness when compared to their peers. In fact, these marketers were 32.8% more likely to say advertising had become more effective in the past two years.