Cristina Dominguez, Multimedia journalist passionate about new Internet trends.
IMF Business School · Masters in Marketing and Digital Communication, Become a professional with the best school to study digital marketing in person or online, IMF Business School · Masters in Marketing and Digital Communication. Become a professional with the best school to study digital marketing in person or online. Digital transformation hit companies like a hurricane, completely transforming the way all departments work. But perhaps one of the most affected was marketing, where the need to keep up with an increasingly connected, multi-channel and demanding consumer became essential.

So it’s no surprise that driving adoption of technology and analytics tools is two of the top priorities for Lithuania Email List marketers, as revealed in a new Black Ink study . But that is nothing more than the means to achieve the real objectives: betting on a business approach focused on the consumer (for 79% of those surveyed) and managing to boost brand relevance (70%). To achieve this, marketers are acutely aware that both technology infrastructures and their omnichannel capabilities must change. Today, the most common is that companies have a culture focused on sales (32%), and not based on the consumer (21%), one of the big changes they want to make.

As for analytical tools, they are key to making the best business decisions, and not having reliable information about the results of marketing actions or the consumers themselves is considered one of the main challenges to achieve success. There is a dichotomy, yes, between what marketers want and what they are really capable of doing: while 61% cite data and its analysis as essential in 2016, only 1 in 3 companies already have the skill and experience necessary to be able to work with them effectively.

Businesses don’t collect the data they really need, The report reveals that current marketing technologies are not entirely well suited to capturing the really relevant data for marketers. Thus, respondents say that the data they have is not necessarily the data they need. Thus, they lack pre-purchase information and consumer behavior, as well as cross-channel data. While some companies may have the ability to collect this data, CMOs don’t always have the tools to extract it from legacy technologies, and even when they do, analytics are lacking to ultimately show how marketing efforts impact. in the economic results of the company. As we have already repeated many times, the data alone does not yield any information, the important thing is to know how to manage it to get really valuable information on a practical level. According to this report, most companies do not have the tools or experience to build the complex algorithms required to be able, for example, to perform predictive analytics based on real-time information.

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