Understanding What Marketers Need to Succeed in the Ever Changing Digital World
Marketers are on a constant quest to engage with more consumers and in this constantly changing digital world their needs to complete this quest are ever changing.
Rocket Fuel, a programmatic media-buying platform provider, has released the results of a study conducted by Forrester Consulting, titled “One-to-One Marketing,” that looks at how marketers can reach consumers through effective data management.
The February 2015 study found that 81 percent of respondents believe that the shifting customer cycle demands a new model of data-based engagement. Due to consumers ability to be online in a variety of ways (tablet, smartphone, wearable, etc.) respondents believe they must have as much information as possible on consumer practices and preferences to be successful. Moreover, to help marketers receive all the necessary information they need to engage with as many consumers as possible, 64 percent of respondents stated they require the help of partners outside of their own companies to supplement internal resources.
“Marketers increasingly understand that it isn’t enough to collect data; there must be a way to transform insights into informed actions that create meaningful and personalized conversations with consumers,” said George John, founder and chairman at Rocket Fuel. “To reach this goal, marketers need an essential digital marketing partner focused on bringing together disparate tools and data streams to create a singular, complete view of consumers.”