The main reasons that move departments in this direction are the low cost per action, the control and ability to measure the evolution of the process, the speed with which new campaigns can be generated and launched with new messages and offers, aimed at new audiences; and the ability to segment immediately and at an extremely detailed level. Added to these reasons is the need to adapt to new consumer habits, who spend 20% of their time online.
a thorough analysis, for 32% of professionals within bc data taiwan marketing departments it is one of their greatest difficulties, followed by the management of multi-channel campaigns (20%) and the development of the strategy (18%).
Despite this consideration of the value of the web, it is significant that in reality less than 50% of marketing professionals consider the web as a main channel within their strategy. Thus, around 10% consider it important as a support for their online strategy, around 28% consider it important as a support for their online and offline activity and 20% consider it basic but not of vital importance.
The integrated platform, a dream that has yet to come
On the other hand, regarding the applications that experts use to launch marketing campaigns, it is noteworthy that 73% use 3 or more applications for their creation and execution and 23% use 7 or more. This leads to the conclusion that the integration of marketing applications into a single platform with all the necessary services is still to come.
The variety of applications is very wide, as can be seen in the adjacent graph. It is worth noting that the campaign manager is the most used, followed by e-mail marketing and web content management tools. Email marketing and the web are considered two of the most necessary tools for generating leads and customer loyalty.