Mind the (Digital Marketing) Gap – New Findings from the Economist Intelligence Unit

lyris MIND THE DIGITAL MARKETING GAP The Economist Intelligence Unit (EIU) conducted a survey, sponsored by Lyris, to assess trends in digital marketing and identify any gaps in what influences consumer purchase and how consumers prefer to engage with brands versus what marketing executives think they want. HERE'S WHAT THEY FOUND Email ranks as the most important channel for purchase influence Buyer Pre-Purchase Post-Purchase 37% 16% 52% 16% Email most Social Social Email important media/blogs media/blogs Yet...not all marketers 68% are supporting this most important channel Don't rank understanding email best practices as a top skill needed Marketer Personalization seen as "SUPERFICIAL" Buyer 70% 63% Jaded and believe "attempts at personalization are superficial" Personalization is so common that they have grown numb to it Yet..marketers rank personalization as a top strategy Marketer Privacy is a top concern Buyer 33% 49% "Very concerned" "Very concerned" about the privacy of data collected via opt-in about the threat of privacy online Yet...marketers underestimate privacy 23% Believe their customers are concerned about privacy Marketer HOW TO CLOSE THIS GAP? Only by combining data-driven insights with best practices will marketers be able to fully close these gaps, yet 82% of marketers state the skills needed have changed, and 37% indicate they don't have the skills required to analyze and understand the vast amounts of customer data available to them. So what gives? Find out more in the EIU report. Visit www.lyris.com/EIU A survey conducted by the Economist Intelligence Unit (EIU), sponsored by Lyris, assessed 409 consumers and 257 marketing executives (CMO and VP of marketing) of consumer product companies from the U.S. and U.K. lyris MIND THE DIGITAL MARKETING GAP The Economist Intelligence Unit (EIU) conducted a survey, sponsored by Lyris, to assess trends in digital marketing and identify any gaps in what influences consumer purchase and how consumers prefer to engage with brands versus what marketing executives think they want. HERE'S WHAT THEY FOUND Email ranks as the most important channel for purchase influence Buyer Pre-Purchase Post-Purchase 37% 16% 52% 16% Email most Social Social Email important media/blogs media/blogs Yet...not all marketers 68% are supporting this most important channel Don't rank understanding email best practices as a top skill needed Marketer Personalization seen as "SUPERFICIAL" Buyer 70% 63% Jaded and believe "attempts at personalization are superficial" Personalization is so common that they have grown numb to it Yet..marketers rank personalization as a top strategy Marketer Privacy is a top concern Buyer 33% 49% "Very concerned" "Very concerned" about the privacy of data collected via opt-in about the threat of privacy online Yet...marketers underestimate privacy 23% Believe their customers are concerned about privacy Marketer HOW TO CLOSE THIS GAP? Only by combining data-driven insights with best practices will marketers be able to fully close these gaps, yet 82% of marketers state the skills needed have changed, and 37% indicate they don't have the skills required to analyze and understand the vast amounts of customer data available to them. So what gives? Find out more in the EIU report. Visit www.lyris.com/EIU A survey conducted by the Economist Intelligence Unit (EIU), sponsored by Lyris, assessed 409 consumers and 257 marketing executives (CMO and VP of marketing) of consumer product companies from the U.S. and U.K.