Better targeting and access to resources will drive digital success
New insights highlight the impact of digital alongside marketers’ battle for internal resource
London, 16 March 2010 — New research from Experian highlights that making more effective use of digital channels is the key challenge for UK marketers in 2010. It also identifies improved targeting and access to internal resource as major drivers for digital success in the coming year.
The research, polling the views of senior marketers across a range of major market sectors, revealed that although investing in digital was a priority, many marketers do not fully understanding how best to exploit the channel.
Making better use of digital channels was a high or medium priority for 85 per cent of respondents, a clear demonstration of its accepted role in the marketing mix. However, 74 per cent claimed to want to use digital channels more effectively.
Better targeting will drive acquisition success in digital channels
While 70 per cent of respondents cited customer retention as a high priority for 2010, a healthy 58 per cent said the main focus for the year is customer acquisition. And those organisations ramping up acquisition activity are doing so in an increasingly targeted fashion, applying insight to add greater intelligence to making selections and developing relevant messages.
In addition, two thirds of marketers plan to focus on trigger-based activity to drive contacts with more timely and relevant offers, while 83 per cent want to use customer insight to target new customers more effectively.
Jim Hodgkins, Managing Director of Experian Marketing Services, comments: “The degree of personalisation and up-to-the-minute relevance possible via digital channels means using deep customer insight to get targeting right will be one of the key drivers of digital success in 2010. Yet the focus on digital coupled with a desire to use digital channels more effectively highlights the need for marketers to really understand and drive value from such channels – not simply engage with them because of perceived competitor peer pressure.“
He adds: “What marketers should be focusing on is understanding which channels work for the individual customer and using this data insight, combined with marketing platforms and analytics, to create integrated marketing campaigns that blend the use of traditional and digital channels appropriately.”
Resource vacuum threatens marketers’ digital aspirations
It is clear that marketers continue to face significant challenges in 2010, with two thirds claiming to be under pressure to deliver results with lower budgets. However, a greater challenge is the availability of skilled internal resource – an issue that could impact on marketers’ digital aspirations. Sixty three per cent of respondents felt a lack of internal resource could limit their ability to deliver against objectives, indicating that the effects of cutbacks within marketing departments are continuing to be being felt.
Jim Hodgkins adds: “Despite the fact that there’s evidence of a slight recovery in marketing budgets and spend for 2010, many marketers are still facing resource challenges. This squeeze on resources could threaten drives to use digital channels more effectively or see marketers looking to automate operational aspects of the marketing process and turn to external consultants to support key projects.”
Experian Public Relations
Notes to Editors
Experian Marketing Services research polled the views of 144 senior marketers in December and January 2009/2010.
Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2009 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.
Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners.