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 two of the top priorities for marketing executives. Are driving the adoption of technology and analytics tools, as revealed in a new study from black ink. But that is nothing more than the means to achieve the true objectives. Bet on a business approach focused on the consumer (for 79% of those surveyed) and manage to boost brand relevance (70%).
Marketers Are Acutely Aware That They Must Change Both Their Technology
To achieve this, marketers are acutely aware that they must change both. Their technology infrastructures and their omnichannel capabilities. Companies today most commonly have a sales-focused culture (32%). Rather Saint Lucia B2B List than a consumer-focused culture (21%), one of the big changes they want to make. As for analytical tools, they are key to being able to make 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 success.
Companies Don’t Collect the Data They Really Need the Report Reveals That Current
The report reveals that current marketing technologies are not entirely suited to capturing the data that is truly relevant to marketers. Thus, respondents say that the data they have is not necessarily the data they need. Thus, they lack pre-purchase and consumer behavior information, as well as cross-channel data. While some companies may have the skills to collect this data, CMOs don’t always have the tools to extract it from legacy technologies, and even when they do, they lack analytics that ultimately show how marketing efforts impact in the financial results of the company. As we have already repeated many times, the data by itself does not yield any information, the important thing is to know how to manage it to obtain really valuable information at a practical level.