As they could over the past couple of decades, marketers have been hoovering up as much information about their clients. However, the concept that it is the quality not the quantity of information is vital.
The rush to collect as much information actually resulted in a lot of paralysis among businesses who suddenly couldn’t choose the area of focus.
All information isn’t created equal, so what is on top of the priority heap for agencies and brands?
Consumer behavior and insights firm PlaceIQ has conducted research on North American markerters as part of its ‘TheState of Integrated Marketing 2017: Mapping the Journey to Success’ report.
81 percent of those surveyed ranked location data for marketing measurement as second or first component. Location information is the foundation of successful marketing campaigns that are integrated. 1 third of entrepreneurs saying location-based audiences .
Integrated marketing as a strategy’s expanding popularity is in part an attemptto adapt to changing consumer patterns. 47 percent of the firms said that creating a unified customer experience proved to be a priority in the last 12 months.
Smaller, more nimble companies that are sometimes better placed to adopt approaches can be offered by this need to accommodate. The PlaceIQ statistics proves that entrepreneurs with smaller annual advertising budgets (between $10m — $25m), were four times as likely to claim to have a ‘best-in-class’ integrated advertising programme when compared to their bigger rivals.
“Successful marketing puts the customer travel first,” said Duncan McCall, CEO and co-founder at PlaceIQ.
“This study reinforces the need from entrepreneurs to create cohesive brand narratives across all stations, at a time when customer interactions with brands have grown progressively fragmented, complex, and hard to measure.
“The manufacturers that are succeeding are building integrated marketing programs based on truth places such as location data, which provides both the insight into how to reach audiences across stations along with the capability to accurately assess the performance of each.”