What do global marketers want to know?

What is marketing today? A pool of proven activities that remain relevant from year to year? I think no.

To ensure an effective brand presence in the market, it is necessary to combine the use of effective promotion tools and introduce new technologies.

It would seem that now there is a sufficient number of opportunities for researching the audience - from analytics of resource attendance, actions of the target audience to monitoring facial expressions and tracking eye movements when interacting with an advertising message.

But with all the variety of opportunities listed, modern marketing experts still consider the question of studying the audience rather ambiguous.
Experian Marketing Servicespublished the eighth annual study on digital marketing. The company analyzed the challenges, priorities, and other key issues faced by marketers around the world.

“This year, the main task of global marketers is to understand the needs, wishes and views of customers,” the study said.

“38% of marketers said that their main task in 2016 was to“ get to know ”customers, and 52% said that expanding customer knowledge was one of the three main priorities.”

This is far from the only goal. Marketers are also concerned about the behavior of competitors who diligently follow the latest marketing trends when working with customers. Here we are talking about integrating technologies for collecting, communicating and managing data about them.

Thus, marketing specialists around the world have a difficult and multifaceted task - to draw up a detailed portrait of a client, collect maximum information about him, carry out a full analysis and further use the information received to introduce progressive changes to existing company technologies. Sounds pretty troubling given the current level of competition and the ever-growing needs of users. But, as they say, the fittest survives.

“Marketing for the future will be driven by sophisticated, demanding customers who want an exceptional experience at any given time ,” explains Ashley Johnston, senior vice president of global marketing at Experian Marketing Services.

“This reality is forcing brands to improve their technologies and ways of working with user data, as the usual channels of influence on customers are becoming insufficiently effective.”

Moreover, the size of the company absolutely does not matter.

Today, brand marketers are aware of the importance of knowing about their consumers, but this still remains problematic. Johnston notes that, regardless of the size of the company or industry, marketing specialists around the world still consider a detailed customer experience to be the most important task.

Do you agree with this statement? What tasks do you consider key in planning and implementing a marketing strategy?

Leave your answers in the comments;) BYYD • Mobile advertising platform