Jul 03, 2013 | 2 minute read IBM’s recent State of Marketing 2013 report revealed the habits of top marketers from around the world. The State of Marketing report surveyed 500 marketing professionals around the world from organizations with 500 employees or more. The report found today’s top marketer is characterized by a high level of adoption of cross-channel technologies. Top marketers are also proactively influencing the customer experience. Top marketers work for organizations that outperform their peers in terms of profit, income and stock price growth.
What do top marketers do differently? They understand the importance of Big Data. 39% are utilizing Big Data to adjust offers to customer wants, needs and preferences in real-time. Today’s leading marketers embrace the use of technology to advance their objectives. They can be found to use technology across multiple channels, to apply advanced analytics to evaluate media spend and to evaluate the long term value of client relationships.
The vast majority of top marketers are actively involved in customer engagement.
- 76% contact customers to measure satisfaction
- 75% monitor delivery of goods to ensure accuracy and on-time delivery
- 71% train sales and customer facing staff on products/services
Top marketers are also the leading proponents of brand awareness and reputation management.
- 84% measure brand awareness and reputation
- 83% partner with other departments to ensure unified delivery of the brand message
- 82% ensure the brand message is consistent at all points of customer interaction
Top marketers are tapped into the importance of technology and Big Data. Utilizing systems that provide data allows top marketers to engage and respond to the consumer in real time. A tool like VisualVisitor enables top marketer to leverage big data to grow their client base while enjoying significant ROI.
