A well done research always shows very precise results on the object of research. It improves communication process, helps organizations know what’s going on at this moment and consequently taken measures define potential success.
This time we cover a survey highlighted on SOURCEWIRE.com. It is admitted that almost half of marketing agencies achieve effective communication with individuals as the key issue facing marketers over the next 36 months with 45% viewing it as a must-have for any campaign.
The survey by Alterian included almost 100 senior executives from 45 leading UK marketing agencies.
According to the SOURCEWIRE, David Eldridge, CEO, Alterian commented, “Traditional marketing campaigns took market research or group data and built programmes around many generalised traits and assumptions, but didn’t treat customers as individuals. Companies can spend huge amounts of money driving people to their website through search and Google Ads but, if the website does not then engage those people, the efforts and money spent are wasted. Today’s marketing relies on a two way conversation and our business partners – consisting of the worlds leading providers of services to marketers – are geared up to supporting their clients with engaging data-led campaigns both on and offline.”
The survey’s aimed to discuss the industry’s move towards Customer Engagement. As the results of the survey showed 74% of respondents claimed that their customers were beginning to understand the value of engagement, although opinion was divided as to how this was expected to happen.
“The need to engage better with customers is driving all types of marketing campaigns today” said Iain Lovatt, executive chairman of Blue Sheep and Alterian partner. “In order to do this, marketing campaigns need to be integrated across online and offline channels and must speak to customers as individuals and not demographics. Integrated marketing is clearly going to be a focus for many businesses over the coming 12 months.”
It is fact that social media dominance is high but results places social media as second in the list of key drivers by clients to change their marketing activity. 65% of respondents ranked the increasing use of the web to research, engage and transact with their customers as the most important driver for change.
“Customer engagement is the new marketing. Smart marketing service providers and agencies realize that and are using their close relationship with their client’s data to drive a move towards individualization of communication and through this are much closer to achieving customer engagement.” said David Eldridge, CEO of Alterian.
He continued, “The research amongst our event’s audience backs up this strategy and that of David Frankland at Forrester in his recent report into the MSP market*, underlining the need for technology that can support integrated campaigns and move beyond targeted marketing to addressing and engaging with customers as individuals. It is an exciting time for Alterian as we work with our partners and end user marketers to implement our range of new technology that underpins customer engagement.” (SOURCEWIRE.COM, May, 2009).
Sources:
http://www.sourcewire.com/releases/rel_display.php?relid=47977
This time we cover a survey highlighted on SOURCEWIRE.com. It is admitted that almost half of marketing agencies achieve effective communication with individuals as the key issue facing marketers over the next 36 months with 45% viewing it as a must-have for any campaign.
The survey by Alterian included almost 100 senior executives from 45 leading UK marketing agencies.
According to the SOURCEWIRE, David Eldridge, CEO, Alterian commented, “Traditional marketing campaigns took market research or group data and built programmes around many generalised traits and assumptions, but didn’t treat customers as individuals. Companies can spend huge amounts of money driving people to their website through search and Google Ads but, if the website does not then engage those people, the efforts and money spent are wasted. Today’s marketing relies on a two way conversation and our business partners – consisting of the worlds leading providers of services to marketers – are geared up to supporting their clients with engaging data-led campaigns both on and offline.”
The survey’s aimed to discuss the industry’s move towards Customer Engagement. As the results of the survey showed 74% of respondents claimed that their customers were beginning to understand the value of engagement, although opinion was divided as to how this was expected to happen.
“The need to engage better with customers is driving all types of marketing campaigns today” said Iain Lovatt, executive chairman of Blue Sheep and Alterian partner. “In order to do this, marketing campaigns need to be integrated across online and offline channels and must speak to customers as individuals and not demographics. Integrated marketing is clearly going to be a focus for many businesses over the coming 12 months.”
It is fact that social media dominance is high but results places social media as second in the list of key drivers by clients to change their marketing activity. 65% of respondents ranked the increasing use of the web to research, engage and transact with their customers as the most important driver for change.
“Customer engagement is the new marketing. Smart marketing service providers and agencies realize that and are using their close relationship with their client’s data to drive a move towards individualization of communication and through this are much closer to achieving customer engagement.” said David Eldridge, CEO of Alterian.
He continued, “The research amongst our event’s audience backs up this strategy and that of David Frankland at Forrester in his recent report into the MSP market*, underlining the need for technology that can support integrated campaigns and move beyond targeted marketing to addressing and engaging with customers as individuals. It is an exciting time for Alterian as we work with our partners and end user marketers to implement our range of new technology that underpins customer engagement.” (SOURCEWIRE.COM, May, 2009).
Sources:
http://www.sourcewire.com/releases/rel_display.php?relid=47977
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