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 the USA 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.
Bruce Biegel (pictured left), senior managing director, Winterberry Group, and 2015 Statistical Fact Book contributor, said: “Though data and technology have had a symbiotic relationship for some time, 2015 will see an increased convergence.
“Building on the robust appetite for investment in the marketing services community, this convergence will drive substantial growth and value for marketers and the broad range of solutions providers that support them.”
Internet of Things Races Ahead: 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 analyse this rich information to deliver hyper-relevance to consumers.
TV Goes Programmatic: 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 is already being played out in the 2015 network upfronts in New York City.
Amazon’s Staggering Online Dominance: 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%. Many understood the strength held by Amazon in the digital marketplace, but this data shows the sheer magnitude of its dominance over the nearest competitors.
Email Stays Alive and Thriving: 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.
Data Accuracy Challenges Marketers, Data Firms: Thirty-two per cent of organisations 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.
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