Very few people would embark on a road trip without directions or a map, but many marketers are doing essentially the same thing as they attempt to reach out to consumers. Without understanding marketing metrics or personalizing campaigns, these professionals could be putting themselves at a significant disadvantage.
Marketers who utilize live data during their campaigns experience returns on investment that are nearly six times higher than the ROI of those who do not, according to a new study produced by David Daniels of The Relevancy Group. Carefully orchestrated marketing efforts that incorporate numerous channels, personalized messages and data analysis also produce nearly four times the revenue.
In addition, the study found that messages sent through direct mailing lists were far more personalized than marketing efforts disseminated through email or other methods. This targeted, personal touch in marketing can lead to more action by consumers, as they feel more valued.
However, only 25 percent of direct marketers rely on testing tactics, such as control versus lift and multi-variant, to analyze their campaigns.
"Smart marketers want to use every tool at their disposal to improve customer engagement and activation rates. They need the message to be relevant and the consumer to be willing to hear the message," said Mark Mandell, founder and CEO of Intelisent, the company funding the study.