According to a commissioned industry study of marketers at large brands across several sectors, LiveRamp, an Acxiom company, found that that people-based marketing has become a strategic imperative for marketers. However, few of them are capable of recognizing and engaging consumers on every channel and device due to a lack of omnichannel identity resolution capabilities, says the report.
People-based marketing (the ability to recognize a customer or prospect on all their digital devices, and on any marketing platform) is not just a marketing buzzword, says the report. Over 90% of all marketers agree that the ability to execute people-based marketing in digital channels is of significant importance.
While 79% of marketers take advantage of the people-based marketing capabilities that Google and Facebook offer on their properties, 84% of marketers want to unify their people-based marketing strategies across all digital channels, says the report.
However, for the 60% of marketers working with identity resolution vendors, they enjoy numerous advantages, says the report. For the 40% who do not work with these vendors:
The report goes on to say that 90% of marketers indicate building an omnichannel view of the consumer is critical to marketing effectiveness. However less than 1 in 5 are currently able to build this view of the consumer across digital and offline marketing channels, suggesting that there is still substantial room for improvement, opines the report.
The report concludes by noting that this comes at a time where emerging technologies on the horizon will soon add to the complexity of the marketer’s arsenal of marketing channels; technologies such as virtual reality, chatbots and the Internet of Things. These are fast becoming mainstream technologies that will pose both opportunity and challenge to marketing teams.
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