Experian Marketing Services’ annual Digital Marketer report always provides a fountain of interesting findings on where marketers’ see room for improvement, and this year’s is no exception. It appears the focus in 2016 is on tuning into customers so that interaction is more bountiful, with technology seen as the enabler to make this happen. Over half of the 1,190 professionals questioned chose ‘Enhancing our knowledge of our customers’ needs, attitudes and motivations’ as one of their top three priorities from a list of seven. The third most popular answer from the list, selected by 42% of respondents, was ‘collecting, linking and managing data’. Experian analysts suggest that understanding customers’ needs, wants and attitudes is a top challenge faced by marketers regardless of industry or company size. Meanwhile, for marketers in enterprise companies (more than $1 billion in revenues), the more pressing challenges are to make messages contextually relevant, to make analytics actionable, and to overcome internal silos.
While the first two challenges are likely to be relevant to smaller organisations too, the last point tends to be unique to larger firms, where marketing teams are often broken out by channel. Technology is inevitably the solution to overcoming marketing challenges, so it comes as little surprise that second on the list of marketers’ top priorities is ‘integrating technology to automate, orchestrate and manage cross-channel customer interactions’. However, if technology really is to be the solution to improving customer interaction, firms have to be tuned into what software is appropriate for their organisation and will yield actionable customer insights.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. With 2012 now just days away, the team at Experian offer their thoughts as to what the digital and marketing community can expect to see from the next year.
Search is well established as the number one online source of traffic but as people’s Internet browsing habits become more diverse, search is gradually becoming less dominant as a provider of traffic.
In October 2008 40% of all UK traffic came from search, by October 2011 this had fallen to 35%. Video is one of the fastest growing media online and in the last year we’ve seen visits to online video sites grow by 36%.
As people consume more video content online, brands should increasingly be looking to use video as a core part of their digital strategy.
2012 is likely to be a year of consolidation rather than innovation in the mobile industry. However, now the hype of the iPhone 4S has settled down the focus will be on establishing standards and best practises.
In 2012, mobile advertising will address robust impression tracking, mobile email will establish correct rendering best practises, mobile marketing will finally figure out whether QR codes are worthwhile and mobile developers will shift to developing cross platform applications.
In the world of online advertising, 2012 will see audience targeting become ever more important and sophisticated. That is not to say that we will see a lack of development in the tools and technology used to plan and deploy online advertising campaigns, but the real story is around who you’re targeting, not how you reach them. This will make ads more social and relevant, push up response rates and help Facebook provide even more value for brands.
Despite the continual rumour that email is a dying form of communication due to the rise of social media and smartphones, the evidence tells another story and in 2012 the strength of using email as a marketing tool is set to continue growing.

However the flip-side to this is that click through rates are expected to increase, with emails that reach the consumer becoming more relevant due to improved targeting, more educated send timing, along with stronger calls to action. Some might argue that improving customer knowledge and better management of data go hand in hand.
Download the full report to discover more insights and trends for the upcoming year!Achieve maximum impact with addressable advertisingThis is an exciting time for digital marketers, with the growth of new devices and channels bringing more opportunities to intelligently and creatively engage. Each week, Experian provides its clients a summary of holiday trends spanning consumer insights, email marketing, social media trends and mobile marketing.This week, Experian Marketing Services released its first holiday marketing results for the beginning of the 2012 holiday marketing season. In 2012 search will remain the dominant source of traffic in the UK, but other industries will continue to erode its market share especially in entertainment and social media.
There are 785 million visits to online video websites every month, and if the growth trajectory continues throughout 2012 then we expect to see a new milestone of 1 billion visits to video sites a month sometime next year. Online video is a very diverse media that can be used to build brand awareness, to bring traffic to a website, as an educational tool to demonstrate a product or service, as a customer service channel, or as a way to attract a completely new online audience, and 2012 needs to be the year that brands capitalise on this. That is not to say mobile marketers won't keeping innovating and we expect to see early plays in technology like Near-Field Communication (NFC). There is now a relatively stable environment in terms of devices and platforms, upon which mobile marketers can get down to the hard graft of making campaigns that work.
A short term solution to their ageing infrastructure, it will cause a definitive shift in user behaviour to become less reliant on the networks and instead move towards wi-fi wherever possible.
Advertisers will start looking to break through the current fragmentation in online targeting and bring their customer’s online personas into the same parameters as their CRM and offline data.
The increasing growth in sales and popularity of smartphones gives customers another device through which they can view their emails at any time of day or night, making email an even more accessible form of communication. As our inboxes reach capacity, and with many of us having more than one email account and consuming emails on a number of different devices, ESPs will have to cut through the noise in order to stay competitive. However, this rapid channel growth also means there is more potential to overspend on marketing and advertising programs that do not achieve maximum impact. Although it is too early to tell what will happen this holiday season, trends have started to emerge:The season is off to a good start.
However, with the launch of custom verbs at this year’s F8, their potential has been opened up.
Combined with the continuing trend of declining open rates due to sophisticated inbox ‘junk mail’ programming, emails are going to have to be able to deliver relevant content to every customer so that even on an iPhone or a secondary email account the email stands out from the rest.
For this reason, it’s more important than ever to leverage for both traditional and emerging channels.Through addressable advertising, you can use first, second and third party data to provide a better consumer experience and higher return on ad spend. It’s no longer just about ‘liking’, brands will soon be able to run Sponsored Stories which mention ‘reading’, ‘listening’ or any other verb that fits with the brand in question.
In the past, the data that fueled the vehicle was basic demographic information such as age and gender. This week’s report highlighted mobile trends and the importance of making emails mobile friendly. Based on an Experian Marketing Services’ study of Litmus Email Analytics results, forty-four percent (44%) of total opens occur on mobile devices, while twenty-nine percent (29%) are opened on desktops, and twenty-eight percent (28%) on Webmail.

This gets the car going and, in general, marketers see better performance than they would with no targeting parameters at all.However, not surprisingly, with limited data and targeting capabilities comes a limited return on marketing investment, campaign effectiveness and reporting capabilities. The study also highlights trends by vertical with Media and Entertainment brands experiencing the highest percent of subscribers opening their emails on mobile devices.
By supercharging marketing campaigns with richer data to fuel performance, such as CRM data, the campaign can travel much further.So where do you start when building an addressable media strategy? In this scenario, the advertiser would select all of the records of individuals who have not been active customers over a certain period of time, then provide that data to an outside party to conduct a privacy-compliant match process to the selected media partners across channels. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. It is not part of an advertiser’s own customer or prospect records and would not typically be available to buy from a third-party data provider. Other product and company names mentioned herein are the property of their respective owners. In this example, the insurance company may have a brand partner relationship with an automotive manufacturer.
The auto brand may make a list of recent SUV purchasers available to the insurance company for a co-branded, targeted campaign.
With addressable advertising, it is very common for advertisers to combine third-party data with first- or second-party data to enhance their segmentation and targeting criteria.
In our scenario, the insurance advertiser has a list of current automotive insurance customers and would like to cross-sell either a homeowners or renters insurance policy to them.
Because the insurance company is not sure which customers are homeowners and which are renters, they need to purchase and add a layer of third-party data to complete the picture.
Once they do, the insurance brand can target two distinct segments – one of current auto insurance customers who are homeowners and a second of current auto insurance customers who are renters. For example, the insurance company can look at their CRM data and select all of the individuals who have been loyal customers for more than five years by always paying their bill on time and maintaining a low risk to the business.
The insurance company is now going to be able to reach individuals who look like their best customers.Once the audience has been defined, it’s important to figure out where you can reach these individuals across channels and media partners.
The scale and reach of an addressable audience are uncovered once the audience matching process takes place.
Use a neutral partner like Experian Marketing Services to ensure that you are matching customer records with media partners in a privacy-compliant manner.By matching audience data to a user universe of media partners, marketers can not only deliver one-to-one messaging but also measure campaign impact through closed loop reporting. That means advertisers can directly tie campaign exposure data back to both online and offline sales in order to truly understand the ROI of their marketing dollars.

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