2017 could be a landmark year for marketing innovation. With more than two-thirds of marketers citing continued growth as a priority, they know they need technology innovation to power their goals, according to new data from Yes Lifecycle Marketing, the leading cross-channel marketing and analytics solutions provider.
In the 2017 Yes Lifecycle Marketing Channel Report, more than 300 marketers were surveyed online and in-person at the National Retail Federation’s Shop.org Digital Summit to identify their priorities for 2017. Brands emphasized the top most important goals for 2017 are: (#1) increase sales, (#2) improve customer engagement, and (#3) improve customer acquisition. To support these goals, marketers are looking to implement cross-channel initiatives. Forty percent of respondents say they will implement cross-channel attribution; 38 percent will implement test tools for channels and content; and 25 percent will work to implement data-fed, consistent views of their customers.

Data from the survey consistently shows email remains a strong channel for consumer communication with 68 percent of those surveyed saying email would receive an increase of attention/budget in 2017. Marketers are looking to step up innovation, yet they still struggle to master personalization, which may be considered a basic tactic. Even with 70 percent of marketers noting they use ’email engagement’ data for personalization, half of marketers admit their personalization efforts are weak, and nearly half (46 percent) do not personalize email subject lines. Nonetheless, more than two-thirds (68 percent) said they wish they could improve email personalization, and 59 percent said the same about their websites.

For full report visit: http://finance.yahoo.com/news/report-marketers-set-sights-high-143000422.html

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