New Survey Uncovers a Rift Between How Marketers Target Consumers & the Way Individuals Expect Brands to Communicate With Them
June 14, 2018 1:20pm
SmarterHQ, Cheetah Digital, Liveclicker, and MailCharts Surveyed Hundreds of B2C Marketers on How They’re Reaching Consumers, Marketing Budget Outlooks, and Current Technology Investments
INDIANAPOLIS, NEW YORK, CUPERTINO, June 14, 2018 – Seventy percent of millennials are frustrated with receiving irrelevant emails, but brands are still sending mostly mass communications. And while all industries prioritize their marketing spend to drive traffic to online first, mobile second, and physical locations last, over 50% of consumers are still doing their shopping in-store. These are just some of the surprising findings released today from a new survey by SmarterHQ, Cheetah Digital, Liveclicker, and MailCharts, titled, “Marketers Are on a Mission: The State of B2C Marketing,” which asked hundreds of B2C digital marketers, spanning a number of industries, what tactics they’re using to reach customers, where they’re spending most of their marketing budget, and ways in which they’re leveraging technology to better target consumers.
The survey, which included marketers from across industries including retail, financial services, travel & hospitality, higher education, and media, entertainment & telecom, found that marketing investments and strategies varied by industry:
“While ‘personalization’ has been a buzzword with marketers for years, it’s clear that brands have yet to master tailored messaging, as consumers are growing increasingly frustrated by generic communications that don’t align to their specific tastes, interests, or behaviors,” said Michael Osborne, CEO of SmarterHQ. “In a world where brands like Amazon, Apple, Google, and Walmart execute everything customer-related so well, marketers should strive to continuously deliver better individual experiences. To benchmark if brands’ marketing tactics are meeting the expectations of consumers, we went directly to marketers to ask about their 2018 marketing budgets, what tools they’re investing in, and if the dominance of Amazon has any impact on their marketing spend. Some of the takeaways are eye-opening, but one thing remains clear to us – ‘behavioral marketing’ should become the de facto standard to build brand loyalty and to help delight consumers.”
According to the survey, the top four priorities of B2C digital marketers today are:
You can download the report, “Marketers Are on a Mission: The State of B2C Marketing,” here: smarterhq.com/state-of-marketing
SmarterHQ is the leading multi-channel behavioral marketing platform, empowering B2C marketers to personalize individual customer interactions in real-time. We work with some of the world’s largest brands – such as Bloomingdales, Santander Bank, Carrentals.com and Finish Line to drive phenomenal business results. We’ve been recognized by Forbes as technology to push B2C companies into a new era of personalization and Forrester’s Total Economic Impact study to deliver 667% in ROI. Visit SmarterHQ.com for more information.
Contact: Kristen Hamerstadt
Cheetah Digital is an enterprise cross-channel marketing solutions provider that is dedicated to marketers. Our unique combination of data, analytics, and services helps companies solve complex marketing challenges and drive exceptional results. We provide marketing expertise to the world’s best brands, including Williams-Sonoma, American Express, and Hilton. Learn more at CheetahDigital.com.
Liveclicker is a global provider of real-time email personalization solutions for B2C marketers. Since the release of our VideoEmail platform in 2009, marketers have used us to captivate consumers and drive program performance. Today, top brands such as 1-800-FLOWERS, AT&T, Best Buy, MasterCard, Lowe’s, Nintendo, and Samsung rely on our market-leading RealTime Email solution to deliver engaging, personalized messages, simply and at scale. Visit Liveclicker.com to learn more.
Marketers use MailCharts to build and optimize their email programs, to track and report on competitors, and to seek content and design inspiration from top email senders. Our platform detects ESPs and technologies used in any email—including advanced analytics, dynamic content, remarketing pixels, and more. Over 500 companies and counting use MailCharts, such as Nordstrom, the NBA, Everlane, and Carter’s. Sign up at MailCharts.com.
Please login or register to post a comment.