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HomeNews/EducationEmail Marketing DailyBrands Differ In Their Levels Of Marketing Maturity

Brands Differ In Their Levels Of Marketing Maturity

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 email

Richelo Killian
Richelo Killian
Richelo "Rich" Killian has over 30 years of experience in the information technology field, and more than 15 years of experience in email deliverability and marketing.


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