Marketing Researches That Will Guide You Through the Marketing Maze

Written by Irakli Beselidze - June 18, 2015

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

- David Ogilvy

Since the economy develops so fast and becomes more and more competitive, organizations need to conduct various marketing researches for making right decisions, minimizing losses, gaining a competitive advantage and creating unique products that provide customers with some value. The knowledge of the latest research findings is crucially important for the effectiveness of the marketer’s work who acts in the constantly changing market environment.

Here we’ve compiled the list of the most inspiring and interesting research reports, white papers and infographics created in recent months by the leading players in the marketing industry. Read at least one of these resources per day – believe us, they will provide you with plenty of insights and inspire to try new marketing approaches and tools.

The 2015 State of Marketing Survey (Salesforce)

A survey of more than 5,000 marketers around the world reveals a crucial importance of creating a cohesive customer journey (thus, 86% of senior-level marketers consider it to be highly important). The respondents consider mobile apps, CRM tools and marketing analytics to be the most efficient technologies for developing cohesive customer journey. Besides, 84% of respondents are going to increase marketing budgets and make mobile and social marketing a priority. Thus, 68% of marketers say they have integrated mobile into their overall marketing strategy (compared to 48% last year), 65% plan to spend more on mobile push notifications (a 32% year-over-year increase).

The State of Cross-Channel Marketing Report (Experian Marketing Services)

A new report from the Experian Marketing Services team shows that brands become more focused on customers: they are 65% more likely to let buyers select types of marketing messages they’d like to get, and 48% more likely to let buyers choose the frequency of getting e-mails. Read the paper to get useful insights on how marketers from over 100 of the leading brands perceive customers and the context, how they personalize experiences and optimize performance via different channels, what challenges they meet while trying to reach their buyers.

Retail Hyperpersonalization: Creepy Versus Cool (Accenture)

Nowadays, when buyers expect to get personalized service via every channel and retailers are looking for advantages in this ocean of technological innovations, personalization requires a thorough analysis and up-to-date techniques to understand buyers and communicate the right messages to them. A report from Accenture guides you through “creepy” and “cool” types of personalization and helps making trustworthy relations with buyers, creating useful marketing messages that deliver value and focusing on personalization marketing strategies that are “cool” for buyers (e.g. 17.2% of Millennials versus 6.2% of Boomers think it’s cool to be reminded while shopping about needed items).

Maturity Model: User Driven Marketing (BlueConic)

The research of over 60 leading companies (like Volvo, ING) has shown that all of them go through similar stages as they move from mass-marketing to user-driven marketing strategies. The Marketing Maturity Model distinguishes between 5 maturity levels starting with Level 0 where customer segmentation is absent and there’s no interaction between marketing channels and finishing with Level 4 where all interactions are coordinated between all online and offline channels and segmentation is based on predictions and events. The model proves that if you want to efficiently run your business, make sure process, technology and organization are all aligned at each maturity stage.

The Rise of the Marketer: Driving Engagement, Experience and Revenue (Economist Intelligence Unit)

According to the Economist Intelligence Unit survey of 478 CMOs and senior marketing executives worldwide, 81% of respondents state they need to restructure their marketing organization for supporting their business needs more efficiently over the next several years; 29% of them think that changes need to be done urgently. Besides, more than a half of marketers believe that the marketing will be significantly changed by the Internet of Things by 2020.

Data Quality Benchmark Report 2015 (Experian Marketing Services)

Since various data help companies gain the desired insights and make more sophisticated decisions, 84% of companies are going to invest in additional data quality technology. At the moment, global companies consider 26% of their data to be inaccurate which is why they are doing their best to master the quality of their information for getting data-driven insights.

5 Cases of PR Done Right [Infographic] (the George Washington University)

For those who want to study positive and negative effects of PR campaigns and see what really works and what can turn out to be a complete disaster, the George Washington University have recently created an infographic describing 5 cases of successful strategic issues management.

Mobile Marketing Mistakes (And How to Fix Them!) [Infographic] (Formstack)

Among the most typical reasons why your mobile marketing may not work are: absence of an app or mobile optimized site, unoptimized site for tablets, absence of a well-defined call-to-action button and social autofill, too much content on your mobile site, etc.Read the latest infographic from Formstack.com to get some ready solutions that you may use for creating your winning mobile marketing strategy.

The 2015 Digital Marketer Report (Experian Marketing Services)

Insights from more than 1,000 marketing professionals around the globe showed that the lack of a single customer view, absence of right technologies and difficulties with breaking down organizational silos were the biggest barriers to cross-channel marketing in 2014. After reading a report from Experian team you will know how to make great opportunities out of challenges, how to identify your buyers and how to create cross-channel buyer-focused marketing campaigns using the marketing sophistication curve.

Guiding the Customer Journey: Gain Brand Advantage from the Very First Click (BlueConic)

Today the customer journey is more complex and unpredictable than ever. And you need not only to know this journey but also find ways to guide it to the next step and even pick it up again when prospects leave the path. How to understand individual customer journeys, how to deliver relevant marketing messages in real time and via channels/devices that are active at a particular moment, how to unify online/offline intelligence and engagement, how to overcome the period of pre-engagement anonymity in online channels and how to deliver personalization for anonymous and known users – you’ll find answers to these and many other questions in this insightful paper.

The 2015 B2B Content Marketing Benchmarks, Budgets and Trends Report (CMI & MarketingProfs)

The annual survey will provide you with insights on how B2B marketers perceive content marketing initiatives, what channels and strategies they utilize and which of them are the most effective, what areas they allocate their budgets on. While the report is initially focused on content marketing for B2B, it has a lot of other insights that will be helpful for both B2B and B2C marketers.

10 Incredible Mobile Marketing Stats 2015 [Infographic] (Textmarketer)

No doubt mobile marketing is king in 2015! With 60% of global mobile consumers utilizing mobile devices as their primary or exclusive internet source, marketers surely need to make the mobile marketing their top priority now. If you’re still not sure about the power of mobile marketing, this infographic from Textmarketer will definitely assure you!

The Quest for Mobile Excellence (Econsultancy)

The latest research from Adobe and Econsultancy has found that the interest in mobile is still rising: 62% of companies plan to increase their investment in mobile marketing in the next 12 months, and around a fifth (19%) of companies already regard themselves as “mobile first” compared to 13% last year. On the other hand, only 11% of organizations strongly agree that they understand how mobile fits into the customer journey across devices and channels.

What are your favourite sources that provide marketers with valuable insights? Are there any other great resources that didn’t make this list? Share your ideas in the Comments section below.

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