Personalised and targeted marketing campaigns bring a better customer experience and increased business performance. This has been proven by a study carried out by Oracle and Forrester Consulting at the end of last year. It also shows, however, that not all market segments have had the same amount of success in this respect.
According to “Why You Need to Be A Modern Marketer: The Business Impact Of Marketing Maturity In The Age Of The Customer“, 46% of retail chains are already using “intelligent targeting” to interact more effectively with their customers; in other industries it was only 31% of those asked. 42% of retail chains also put integrated cross-channel marketing into practice. However, according to further results of the study, many companies have not yet implemented the perfect course of action. 492 marketing decision makers fro 20 industries in Germany, France, Great Britain and the USA were surveyed as part of the study. (resource: Oracle/bs)