Experian releases 2016 Digital Marketer Report

NEW YORK — Experian Marketing Services on Wednesday released its 2016 Digital Marketer Report, which takes a look at the priorities of marketers, as well as key issues and challenges facing them. According to this year’s survey, the biggest challenge for many marketers is also the top priority of their peers. Thirty-eight percent of marketers said knowing their customers was their top challenge in 2016, and 52% said that the same thing was one of their top three priorities. 

 

“Today’s brand marketers realize the significance of knowing their customers, but it’s still problematic,” Experian SVP global marketing Ashley Johnston said. “Our research found that regardless of the company size or industry, marketers around the globe still find this to be a top challenge.”

 

Marketers also noted that the other top priorities were to increase their companies’ visibility over competitors while staying ahead of the latest trends in marketing. Additional challenges that marketers mentioned were making their message relevant and making their analytics actionable, as well as overcoming internal silos to focus on the customer and linking customer data across channels and devices. 

 

About 81% of marketers reported challenges when it came to receiving a single customer view, and Experian found that personalization can help achieve a 158% increase in click rate. Marketers are also looking forward, with 66% planning to implement predictive modeling and 68% planning to run mobile campaigns. 

 

“The future of marketing is being driven by sophisticated, channel-agnostic consumers who expect exceptional experiences every time,” Johnston said. “This reality poses a real challenge for organizations, as consumer intolerance for mediocre brand interactions puts more pressure on brands to leverage their data and technology.”

 

Experian will host a webinar on April 12 about the report. To download the report and register for the webinar, click here.