arketing Insights Study

Transcription

1 eal-time arketing Insights Study Five Keys To Success For Marketers Conducted by Adobe, formerly Neolane and the Direct Marketing Association

2 INTRODUCTION With the proliferation of digital channels like web, social, and mobile, today s consumers have more power and choice than ever before. The promise of real-time marketing has attempted to dynamically meet the needs of consumers with the right message, in the right place, and at the right time. However, there is still much uncertainty in the market around what exactly is real -time marketing, and how it can be applied in real world marketing organizations. In order to understand the opinions of marketers and their plans in the real-time marketing space, Adobe, formerly Neolane teamed up with the Direct Marketing Association (DMA) to conduct a study of 235 North American marketers. The questions honed in on challenges marketers face, the definition of real-time marketing, the channels in which it has the most impact, the current use and future plans for real-time, as well as the benefits it can provide. This ebook provides a visual summary of the key data and findings from the study. Feel free to contact us at marketing with further questions on this study or other real-time marketing topics. 2

3 TABLE OF CONTENTS Summary of Key Findings Market Challenges What is Real-Time Marketing? Importance of Real-Time Marketing Where are Marketers Today and Tomorrow? What are the Barriers to Success? What are the Benefits of Real-Time Marketing? Recap: Five Keys to Success study demographics About Adobe marketing cloud 3

4 SUMMARY OF KEY FINDINGS 60% note they struggle to personalize content in real-time, yet 77% believe real-time personalization is crucial. Most agree that real-time marketing is dynamic personalized content across channels (43%). Real-time Cross-Channel engagement (75%) and Web (69%) are very important, but most are still in planning stages. Real-time is the highest rated channel- 80% find it very important, and over half are already leveraging it. Real-time Mobile and Social lag behind , Web, and Cross-Channel for marketers. Two-thirds of respondents are planning for real-time technologies. More than 60% see the benefits of marketing effectiveness, customer experience and retention. 4

5 ARKET HALLENGES 5

6 Personalization and Effectiveness are Top Challenges Which of the following are marketing challenges in your organization? 70% 60% 50% 40% 60% 57% 43% 41% 38% 37% 36% The key challenges marketers identified include: Personalization (60%), Effectiveness (57%), Retention (43%), and Big Data (41%). 30% 32% 28% 20% 10% 0% Personalizing Marketing Improving Leveraging all messages based effectiveness, customer the big data we on consumer behavior response rates retention have Source: Neolane/DMA Real-Time Marketing Study n=235 Driving revenue through crosssell, up-sell Coordinating communications across inbound and outbound channels Marketing efficiency and speed to market Working with IT Ensuring a great to create better customer solutions experience 1% None of the above n=235 6

7 Real-Time Personalization is Crucial for Marketers How important is real-time personalization to your marketing organization? 21% 3% 77% 77% of marketers find Real-Time Personalization to be highly important, 98% find it moderate to highly important. High importance Moderate importance Low importance n=235 7

8 KEYS TO SUCCESS KEYS TO SUCCESS #1 Marketers struggle to personalize content in real-time, yet most believe real-time personalization is crucial. Marketers need a tangible and easy way to get started with real-time marketing. 8

9 HAT IS EAL-TIME ARKETING? 9

10 Marketers Define Real-Time as Cross-Channel Personalization Which of the following best describes how your organization defines Real-Time Marketing? 45% 43% 40% 35% 30% Marketers clearly defined real-time marketing as: Dynamic, personalized content delivered across channels. 25% 20% 15% 10% 5% 13% 12% 11% 10% 5% 3% 0% Dynamic personalized content across channels Dynamic personalized content in outbound channels Developing quick response to mainstream event Timely social media retort None of the above Dynamic personalized content in inbound channels Offer management n=235 10

11 KEYS TO SUCCESS KEYS TO SUCCESS #2 Real-time marketing is defined as dynamic, personalized content delivered across channels. Real-Time Marketing goes beyond single channels and agile process to cross-channel automation. 11

12 MPORTANCE F REAL-TIME ARKETING 12

13 Half See Data Governance/Stewardship as Key How important is Data Governance/Stewardship to your organization? 60% 50% 51% 51% of marketers find Data Governance/Stewardship to be very important for real-time, 89% find it moderate to highly important. 40% 38% 30% 20% 10% 11% 0% High Importance Moderate Importance Low Importance n=235 13

14 Less Than Half Find Point of Sale to be Important How important is dynamic, personalized content at the Point of Sale to your organization? 60% 50% 49% 49% of marketers find Point of Sale personalization to be highly important, 81% find it moderate to highly important. 40% 30% 32% 20% 20% 10% 0% High Importance Moderate Importance Low Importance n=235 14

15 Half Find Mobile Devices to be Important How important is dynamic, personalized content on Mobile Devices to your organization? 60% 50% 53% 53% of marketers find Mobile Devices to be highly important, 90% find them moderate to highly important. 40% 37% 30% 20% 10% 9% 0% High Importance Moderate Importance Low Importance n=235 15

16 Dynamic Social Content is of Moderate Importance How important is dynamic, personalized content on Social Channels to your organization? 80% 70% 60% 45% of marketers find Social Channels to be highly important for real-time, 89% find it moderate to highly important. 50% 45% 44% 40% 30% 20% 10% 11% 0% High Importance Moderate Importance Low Importance n=235 16

17 Dynamic Personalization on the Web is Highly Important How important is dynamic, personalized content on the Web Channel to your organization? 80% 70% 60% 50% 69% 69% of marketers find the Web Channel to be highly important for real-time, 95% find it moderate to highly important. 40% 30% 26% 20% 10% 0% High Importance Moderate Importance Low Importance 5% n=235 17

18 Less Than Half Find Call Center Personalization Important How important is dynamic, personalized content in the Call Center to your organization? 60% 50% 49% 49% of marketers find Call Center to be highly important for real-time, 85% find it moderate to highly important. 40% 36% 30% 20% 15% 10% 0% High Importance Moderate Importance Low Importance n=235 18

19 Dynamic, Personalized Content Rated Highest How important is dynamic, personalized content in to your organization? 90% 80% 70% 60% 80% 80% of marketers find dynamic personalization in as highly important for real-time, 97% find it moderate to highly important. 50% 40% 30% 20% 10% 0% 17% High Importance Moderate Importance Low Importance 3% n=235 19

20 Cross-Channel Personalization is Highly Important How important is dynamic, personalized content Across Channels to your organization? 80% 70% 60% 50% 75% 75% of marketers find dynamic, personalized content Across Channels as highly important, 95% find it moderate to highly important. 40% 30% 20% 20% 10% 0% High Importance Moderate Importance Low Importance 5% n=235 20

21 KEYS TO SUCCESS KEYS TO SUCCESS #3 , Web, and Cross-Channel rate the highest for real-time marketing approaches. Consider these three approaches when evaluating real-time marketing strategies. 21

22 HERE ARE ARKETERS ODAY AND OMORROW? 22

23 Most are Doing Real-Time but Planning for Web and Cross-Channel For each of the following channels, what are your plans for real-time personalization? 100% 90% 80% 70% 60% 50% 40% 42% 34% 40% 19% 32% 49% 49% of marketers are planning for real-time, Cross-Channel marketing, followed by 40% for Web. 55% claim to currently do real-time . 30% 20% 55% 20% 10% 20% 21% 21% 35% 30% 29% Currently Planning 0% Point of Sale Mobile Devices Social Channels Web Channel Call Center Cross-Channel Currently Doing n=235 (Don t know/no plans omitted) 23

24 Real-Time Channels are Important but Not Implemented 5 Avg. Importance Call Center Point of Sale Mobile Social s Cross-Channel Web , Web, and Cross-Channel rate the highest across avg. importance and plans for real-time marketing. 1 Don t Know Not Using Planning Currently Doing Avg. Plans for Real-Time Channel n=235 Why Not Implemented? Complexity of systems (50%) Access to real-time data (46%) Data privacy issues (45%) Training required (39%) Hiring appropriate staff (37%) Change management (35%) Data governance needed (25%) 24

25 HAT RE THE ARRIERS TO UCCESS? 25

26 Most are Concerned with System Complexity and Data Issues Which of the following topics if any, concern you about real-time marketing? 60% 50% 50% 46% 45% Complexity of systems (50%), access to real-time data (46%), data privacy (45%), and training (39%) top the list of real-time marketing concerns. 40% 39% 37% 35% 30% 25% 20% 18% 10% 8% 0% Complexity of systems required Access to real-time data Data privacy issues Having training in place Hiring the appropriate staff Company change management Data governance program Major setback without realtime data None of the above n=235 26

27 KEYS TO SUCCESS KEYS TO SUCCESS #4 Real-time digital marketing channels are important but marketers have concerns to address before implementing them. Evaluate real-time digital marketing vendors based on ease of use, data access capabilities, and training. 27

28 HAT ARE HE BENEFITS F REAL-TIME ARKETING? 28

29 Marketing Effectiveness and Customer Experience are Key Benefits What benefits do you feel real-time marketing solutions could deliver to your organization? 80% 70% 60% 76% 67% 60% 58% Marketing effectiveness (76%), customer satisfaction and experience (67%), and retention (69%) top the list of real-time marketing benefits. 50% 48% 42% 40% 30% 20% 10% 3% 0% Marketing effectiveness, precise targeting Increased customer satisfaction and experience Increased customer retention Driving revenue through personalized offers Increased crosssell, up-sell rates Marketing efficiency and quick time to value None of the above n=235 29

30 Two-Thirds of Respondents are Planning or Evaluating Real-Time Marketing What are your plans to invest in real-time marketing technology? 33% 44% 44% are deployed or planning to deploy, and 68% are planning or evaluating real-time marketing solutions. 24% Deployed or Planning Evaluating No plans/don't know n=235 30

31 KEYS TO SUCCESS KEYS TO SUCCESS #5 REAL-TIME MARKETING SPEED AND AGILITY ONE-TO-ONE PERSONALIZATION CROSS-CHANNEL OPTIMIZATION Leverage real-time marketing for increased effectiveness, revenue, retention, and enhanced customer experience. 31

32 RECAP: FIVE KEYS TO SUCCESS 1. Marketers need a tangible and easy way to get started with real-time marketing. 2. Real-time marketing goes beyond single channels and agile process, to cross-channel automation. 3. Consider , Web, and Cross-Channel when evaluating real-time marketing strategies. 4. Evaluate real-time digital marketing vendors based on ease of use, data access capabilities, and training. 5. Leverage real-time marketing for increased effectiveness, revenue, retention, and enhanced customer experience. 32

33 TUDY EMO- RAPHICS 33

34 Responses by Industry 9% 1% 5% 5% B2B High Tech 16% Banking-Finance Media-Entertainment Retail 9% Travel-Hospitality Manufacturing 28% 11% Insurance Business Services Government/Non-Profit 2% 4% 3% 9% Other Healthcare/Life Sciences Education n=235 34

35 Company Revenue Size 13% 16% 6% 53% $0-99M $ M $500-1B $1B+ Don't know 12% n=235 35

36 ABOUT ADOBE MARKETING CLOUD Adobe Marketing Cloud is the most comprehensive and integrated marketing solution available, enabling marketers to measure, personalize, and optimize marketing campaigns and digital experiences for optimal marketing performance. With its complete set of solutions, including Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer, and Adobe Campaign, as well as real-time dashboards and a collaborative interface, marketers are able to combine data, insights and digital content to deliver the optimal brand experience to their customers. For more information, visit and read our blog at blogs.adobe.com/digitalmarketing Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 36