What do global marketers want to know?

What is marketing today? A pool of worked-out actions that remain relevant from year to year? I think no.



In order to ensure an effective brand presence in the market, it is necessary to combine the use of effective promotion tools and introduce new technologies.

')

It would seem that now there is a sufficient number of opportunities to study the audience - from analytics of resource attendance, actions of the target audience to monitoring facial expressions and tracking eye movements when interacting with an advertising message.



But for all the diversity of the listed opportunities, modern marketing specialists still consider the question of studying the audience quite ambiguous.

Experian Marketing Services published the eighth annual digital marketing study. The company analyzed the tasks, priorities and other key issues faced by marketers around the world.



“This year, the main task of global marketers is to understand the needs, wishes and views of customers,” the study says.



“38% of marketers said that their main task in 2016 was to“ get to know ”customers, and 52% indicated that expanding customer knowledge is one of three main priorities.”



This is not the only goal. Marketers are also concerned about the behavior of competitors who diligently follow the latest marketing trends when working with customers. This is about integrating technologies for collecting, communicating and managing data about them.



Thus, marketing specialists all over the world are faced with a complex and multifaceted task - to make a detailed portrait of a client, to collect maximum information about him, to carry out a full-fledged analysis, and later to use the information obtained to introduce progressive changes in existing technologies of the company. It sounds quite alarming, given the current level of competition and ever-growing user needs. But as they say, the strongest survive.



“The marketing of the future will be managed by sophisticated, demanding customers who are eager to get exceptional experiences at any given time ,” explains Ashley Johnston, senior vice president of global marketing at Experian Marketing Services.



“This reality forces brands to improve their technologies and ways of working with user data, since the usual channels of influence on customers are not effective enough.”



And the size of the company is absolutely irrelevant.



Today, brand marketers are aware of the importance of knowledge about their consumers, but this still remains problematic. Johnston notes that regardless of the size of the company or the industry, marketing professionals around the world still consider a detailed customer view as the most important task.



Do you agree with this statement? What tasks do you consider key when planning and implementing a marketing strategy?



Answers leave in the comments;)







BYYD • Mobile Advertising Platform