Digital interaction data drives marketer spending
By Digital News Asia March 1, 2013
- Data-related marketing spend to increase this year
- Social media data driving campaigns seen as a long-term opportunity
ACCORDING to a study by Infogroup Targeting Solutions and Yesmail Interactive, marketers worldwide are continuing to invest in making sense of the surge of data produced by digital interactions with customers.
The study found that 68% said they will increase data-related marketing spending in 2013 and just 3% planned to decrease spending.
The study also found that website analytics formed the best source of customer data for marketers (49%), with data from email campaigns (19%) and data from social media interactions (12%) following suit (click image to enlarge).
According to eMarketer, data is only as valuable as your ability to put it to work, citing a survey conducted in November 2012 by Pitney Bowes of its clients and prospects which looked at what kinds of data marketers viewed as presenting the largest source of opportunity for their companies.
The study found that marketers most commonly saw “immediate opportunity” (defined as useful within the next 12 months) for customer profile data, web data and location data, while one-fifth or more see short-term opportunities for each.
In addition, marketers are still struggling to make use of mobile data; just 10% saw an immediate opportunity to use it and just 16% saw a long-term opportunity.
Social media data was identified as a source of great of long-term opportunity, with 25% of respondents seeing a chance to put social media data to use within the coming years while another 19% saw opportunity in the next 12 months.
The Yesmail and Infogroup study confirms this observation, with 36% of respondents planning to start incorporating social media data into campaigns this year, and another 42% of marketers with plans to integrate social media data more deeply.