Some 81% of businesses have admittted that their marketing efforts are not being fully targeted, according to new findings released by Eloqua.
A further 61% of businesses admitted that their sales and marketing departments are not aligned, calling into question whether organisations are properly structured to build successful lead generation campaigns and understand how their customers are interacting with marketing initiatives online.
Additional key findings include:
• Only one in 5 (19%) say their marketing is 100 per cent precisely targeted, and a quarter say that less than 50% of their marketing is precisely targeted. This shows marketers are still massively missing out on the potential of their marketing as well as risking alienating customers with poorly judged marketing
• More than a third (39%) still don’t monitor prospects’ online interactions – one of the richest seams for understanding customers’ digital activity
• This is despite 43% thinking that it will be harder to keep customers happy as we come out of recession
• There are positive signs however as marketers embrace social media as an effective way to reach customers at the right time and with the right message. Nearly two out of three marketers surveyed (60%) think social media is as important as, or more important than traditional media in generating leads
• Marketers are also realising the importance of technology in automating marketing processes for better alignment with their customers. Half of all those surveyed (49%) planned to increase their investment in CRM over the next 12 months
• Around three quarters (73%) of businesses believe that it will be as hard or harder to please customers after the recession
• Under half (44%) said they would not allocate more budget to CRM technologies.
• Despite this, only 9% of marketers felt that social media was the marketing channel subject to the best return of investment, with email marketing (29%) the preferred platform to achieve this
“Post-recession chaos is creating an opportunity for marketers who prioritize customer needs. It’s clear that the sun has set on one-size-fits-all messaging,” said Eloqua’s head of client services for EMEA, Stuart Wheldon.
“To appeal to customer and prospects, marketers must reach out at precisely the right time and with precisely the right offer. Understanding each prospect’s ‘digital body language’ is an ideal way to ensure every customer and prospect is treated as an individual. And that is the key to long-term marketing success.”
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