2015 to See Increased Data and Tech Convergence Across Marketing

May 28, 2015

Marketers are predicted to spend $11.5 billion on data and related solutions across the three most prominent channels (email, direct mail, and display advertising) in 2015, according to recent research by Winterberry Group and DMA - demonstrating data's increasing value in today's marketplace. This expected spending represents a growth of more than one billion dollars over five years, driven by advances in technology. This finding is one of many in DMA's 2015 Statistical Fact Book.

The 2015 Stastical Fact Book also says the Internet of Things, which will include 50 billion connected devices over the next five years, will reach a tipping point of interconnectivity in 2015 - and marketers are beginning to analyze this rich information to deliver hyper-relevance to consumers. Programmatic approaches are poised to continue rapid ascension; these data- and technology-driven transactions will account for 55% of all display advertising spending.  Programmatic opportunities for TV-or "data-driven TV"-will begin to emerge as an area of interest among sophisticated marketers, as we are already seeing play out in the 2015 network upfronts in New York City.

In addition, the DMA says that of those consumers who made an online purchase in 2014, 48% bought from Amazon. Following behind are iTunes at 16%, eBay at 15%, and Walmart at 9%.

Despite naysayers' predictions, consumers continue to appreciate relevant and targeted emails in their inbox. Seven in 10 (72%) consumers prefer to be contacted by email, followed by postal mail (48%) and text message (19%). The Statistical Fact Book shows that 54% of personal emails received are promotional and 28% are transactional, revealing that consumers are opting in and engaging with businesses.

Thirty-two percent of organizations believe their consumer data is inaccurate. This number is up from 25% the year before. Nearly two-thirds -- 60% -- believe the cause of inaccuracy is human error, either by a company employee or customers.