Print follows data: research

Research initiative InfoTrends has announced the completion of a new multi-client study entitled Lead with Data: Follow with Print.
 
The research looked at data sources, critical data processes, and how data was being deployed in print and digital marketing campaigns. InfoTrends had an objective to define the range of utilisation sophistication among marketers’ data and examine how data is being used to drive better sales and marketing results.
 
Info Trends says that marketing professionals want to get the right message in front of the right audience at the right time so they can drive the desired consumer behaviour. Consumers expect interactions to be relevant to their individual preferences and interests. However, a significant number of marketers still lack the internal experience, either at the functional or operational level, to succeed.
 
According to 250 marketing executives and 50 agency executives that InfoTrends surveyed, an essential element of any campaign was to understand the customer’s path to purchase to determine when and how to communicate with the consumer most effectively through a series of channels. These channels may include direct mail, e-mails, search engines, loyalty programs, review channels, and social networks.
 
Barb Pellow, group director at InfoTrends, says, “Although the majority of marketers are currently evaluating the path to purchase, there is a limited understanding of how consumers discover, learn about, purchase, and experience a product.
 
“As we move forward in 2017, it’s important for marketing professionals to understand which channels work best for various customer types, and that messaging needs to be consistent and personalised across all channels.”
 
InfoTrends says the study delivers crucial insights into the data driven strategies required to reach consumers, analysing marketing requirements for an array of data services and the skills required for delivery. It adds that the study identifies essential services and technologies for vendors and providers and offers direction for educating print/marketing services providers on the technology, partners, skills and investments required for participation in data services.