Before the rise of digital technology, marketers relied on intuition to create and assess marketing initiatives, but now they need data.
Today’s businesses demand that marketing teams show a tangible ROI from their efforts. According to MarketingLand author Tamar Weinberg, you need data for a successful marketing strategy and gut feelings just aren’t good enough anymore. Here are a few data-driven trends to look out for in 2017.
Engagement via Automation
Marketing automation grew in 2016 and will continue to flourish as the industry demands higher efficiency and effectiveness in campaigns. A study by Acend2 reveals that 71 percent of companies use marketing automation and another 23 percent plan to integrate it this year.
The Bottom Line
Marketing has always been a combination of creativity and science, but modern technology causes us to lean towards the data-focused side of the spectrum. 63 percent of B2B marketers report that analytics have helped increased their firms’ revenues by up to 50 percent.
Cloud storage, sophisticated caching algorithms, and advanced business intelligence tools allow marketers to gather data from multiple sources in different formats almost instantly. We can quickly measure costs of production, customer acquisition, distribution, and engagement.