We’ve been working hard to discover interesting stats and facts on customer engagement that might be useful for your brand’s marketing strategy.
We’d like to share with you the most thought-provoking ones…
CONCEPT OF LIFE EVENT MARKETING
Targeting consumers during specific life events such as having kids, purchasing a car, moving house etc. helps brands to understand customers better and predict their needs. The latest study by Royal Mail Data Services suggests that mapping existing customer data against life event data allows marketers to determine specific purchase triggers, spend patterns and previously unidentifiable acquisition and retention targets. The research across both – B2B and B2C organisations revealed that the majority of companies recognise that important life events in consumers lives provide brands another reason to engage with the customer. Almost half of the respondents see life events as a new business opportunity whilst four out of ten marketers consider them as a chance to update the customer contact data..
MARKETING OPPORTUNITIES CREATED BY SIGNIFICANT LIFE EVENTS…
Source: (Marketing Week)
MOST POPULAR CHANNELS TO BOOST YOUR MARKETING INTELLIGENCE
Recent IDC research identified the main channels brands are using in 2016 to boost marketing intelligence. Findings suggest that almost nine out of ten marketers consider their website as the main source of data collection. Whilst the majority still prefer to use direct sales and contact centre for customer data collection, only 26% of respondents use social media platforms to obtain quality data. Interestingly, points of sale remain one of the top methods of gaining valuable customer information despite the growing popularity of social media channels.
MOST POPULAR CHANNELS FOR DATA COLLECTION
Source: (B2B Business Community)
SURGE FOR AUTOMATED TECHNOLOGY
Whilst the surge for automated technology continues, marketers’ knowledge to manage these tools is failing to keep up. With a relentless focus on delivering better results, marketers are looking for the most effective ways to drive deeper engagement with customers. According to the latest Demand Generation Research, 57% of B2B marketers in EMEA are currently using marketing automation with around 17% remaining in the consideration phase. In US the number is slightly higher, with 67% of B2B marketers already using technology to deliver better results. Have a look at the top technology performers supporting customer engagement efforts below…
Tracking customer’s purchase journey from the research to the purchase phase across the growing number of touchpoints is a top challenge for marketers. According to YouGov, the average British household owns more than seven internet connected devices. Although it’s difficult to determine which channels are triggering the online purchases the most, we can have a look at the customer behaviour statistics to understand what role smartphones and tablets play in consumer daily activities…
DAILY ACTIVITIES ON SMARTPHONES AND TABLETS
MORE ABOUT CROSS-DEVICE TRACKING IN NUMBERS
- The average UK consumer shifts their attention between their smartphones, tablets and laptops 21 times in one hour
- 44% of US users who use multiple devices in the path to purchase convert via smartphone. This compares to 46% via desktop and 43% via tablet
- 50% of ecommerce transactions worldwide involve a cross-device purchase journey
- 46% of UK ecommerce transactions come from mobile
- 67% of consumers start shopping on one device and continue on another.
Source: (Marketing Week, B2B Business Community)