Post by wekeve7933 on Dec 5, 2023 4:17:09 GMT -5
According to a Forrester study, marketers increasingly want to rely on predictive technology and AI to exploit the large volume of data available to them. For 82% of them, it is even a prerequisite to remain competitive… The report entitled “ The Next Wave of Digital Marketing ” and published last August, was produced by the Forrester Institute and commissioned by Rocket Fuel with 579 marketing executives in 6 countries (France, Germany, Italy, United Kingdom, States -United).
Between them, they are responsible for more than $1.2 billion in advertising space purchases. The results of this survey highlight the obstacles faced by advertisers and media agencies, namely data management , the difficulty of reaching new consumers based on where they are in their purchasing journey, as well as the possibility of delivering personalized and relevant messages. David Gosen, GM Platform Solutions & SVP International, at Rocket Fuel explains: “ The Forrester study shows that brands will only be able to grow and prosper by leveraging predictive technologies based on AI (Artificial Intelligence). Currently, only 30% of marketing managers say they use their own data to better understand consumer needs. In addition, 63% of those surveyed believe that they encounter difficulties in offering personalized campaigns, due to a lack of insights. However, this must change if brands want to reach potential consumers at the precise moment when they are likely to interact positively when exposed to an advertisement, send them the right message and this according to their customer journey, while giving itself the means to remain competitive . »
Marketers recognize that AI-based predictive marketing allows them to strengthen their advertising performance and gain insights . 86% of those surveyed said they would like to use AI more to boost their marketing insights over the next twelve months ; while 80% plan to use Artificial Intelligence to offer relevant, optimized and cross-device content. Finally, 86% believe that predictive technologies can help them gain personalization and creative optimization . About the study Forrester's study " The Next Wave of Digital Marketing is Predictive " offers 16 pages of both qualitative and quantitative statistics as well as in-depth industry analysis. Additional information is available on the website dedicated to the study: rocketfuel.com/TLP. In addition to the study, the site features a selection of video interviews with a Forrester analyst.
Between them, they are responsible for more than $1.2 billion in advertising space purchases. The results of this survey highlight the obstacles faced by advertisers and media agencies, namely data management , the difficulty of reaching new consumers based on where they are in their purchasing journey, as well as the possibility of delivering personalized and relevant messages. David Gosen, GM Platform Solutions & SVP International, at Rocket Fuel explains: “ The Forrester study shows that brands will only be able to grow and prosper by leveraging predictive technologies based on AI (Artificial Intelligence). Currently, only 30% of marketing managers say they use their own data to better understand consumer needs. In addition, 63% of those surveyed believe that they encounter difficulties in offering personalized campaigns, due to a lack of insights. However, this must change if brands want to reach potential consumers at the precise moment when they are likely to interact positively when exposed to an advertisement, send them the right message and this according to their customer journey, while giving itself the means to remain competitive . »
Marketers recognize that AI-based predictive marketing allows them to strengthen their advertising performance and gain insights . 86% of those surveyed said they would like to use AI more to boost their marketing insights over the next twelve months ; while 80% plan to use Artificial Intelligence to offer relevant, optimized and cross-device content. Finally, 86% believe that predictive technologies can help them gain personalization and creative optimization . About the study Forrester's study " The Next Wave of Digital Marketing is Predictive " offers 16 pages of both qualitative and quantitative statistics as well as in-depth industry analysis. Additional information is available on the website dedicated to the study: rocketfuel.com/TLP. In addition to the study, the site features a selection of video interviews with a Forrester analyst.