This study conducted by Emarsys and Forrester Consulting found that most companies rely heavily on third-party channels such as social media and digital advertising for their marketing. Still, there are better first-party data sources, such as email, mobile, and direct mail. The study also separated brands into two categories: high-maturity (customer-obsessed) and low-maturity (non-customer obsessed), with only 15% of brands falling into the high-maturity segment. The two types of companies differ in their goals and approaches, with customer-obsessed brands more likely to prioritize customer experience and innovation, and non-customer-obsessed brands more likely to prioritize revenue growth and product/service improvement. The study advises companies to stand out from the competition by using dynamic, customized communications through email, direct mail, and loyalty programs.
Excerpt from the main article:
by Ray Schultz, Companies are relying too much on third-party channels like social media and digital advertising. Email, mobile and direct mail, while less popular, are better sources of first-party data easier to use without reliance on third-party data, according to The Omnichannel Difference, a study from Emarsys, conducted by Forrester Consulting.For single marketing campaigns, brands use these channels:Online video/audio advertising — 64%Social media platforms — 43% Mobile (in-app, push, etc.) — 38%Email — 26% Direct mail — 25%Telemarketing — 25%In-store (advertising, merchandising) — 23%Paid search — 17%SMS — 17% OTT Chat apps — 12%advertisementadvertisementThe study separates brands into two
Brands Differ In Their Levels Of Marketing Maturity was originally published on MediaPost.com: email