Marketers Worldwide Sing Praises Of Data, Study Shows

Nov 06, 2014

A panel of the world's leading advertisers and marketers affirmed the tremendous importance of data to their efforts, kicking off the premier edition of a study. More than 80% of its worldwide research panel (including over 3,000 advertisers, marketers, service providers and technology developers across 17 countries) said that data plays an affirmatively important role in supporting their respective efforts. Nearly all (92.2%) said they expect data to contribute in a more substantial manner to their advertising and marketing efforts over the coming years.

The findings were published in a new report, The Global Review of Data-Driven Marketing and Advertising, by GlobalDMA, and Winterberry Group. Global DMA is an alliance of 27 independent marketing associations around the world. To be published annually, the report benchmarks current practices across each of its 17 participating markets-with an eye on helping practitioners better understand and act upon their addressable opportunities, challenges and market dynamics.

The Global Review's findings were compiled through an online survey of advertisers, marketers and other industry participants, deployed between July and September 2014 by marketing associations in participating markets.

According to the report 77.4% of global panelists said they're confident in the practice of data-driven marketing and advertising and its prospects for future growth. While that response was fairly consistent around the world, panelists in emerging markets-including India, Brazil, and South Africa-indexed their level of optimism at higher levels than their counterparts elsewhere. Globally, 63.2% of panelists reported that their spending on data-driven marketing and advertising grew over the last year-with an additional 10% expecting budgets will rise yet again over the next year.

The five promotional channels that captured the most new or expanded budget over the last year-including website/e-commerce content, social media, mobile, paid search engine marketing and online display advertising-are all native to the digital world. A majority of global panelists (52.7%) said that "a demand to deliver more relevant communications/be more ‘customer-centric'" is among the most important factors driving their data-related investments, outpacing all other relevant factors.