Looking into 2023, it’s evident the marketing industry is shifting away from traditional sources of data collection, and towards a more nuanced, technologically-powerful approach.
Remember at the start of this page we revealed that many digital marketers collect data through surveys and focus groups? Well, only 4.4% of respondents actually think surveys will help them in 2023. That’s a drop from 52% last year. People want to shift away from that time- and resource-consuming method, and towards faster, more efficient strategies.
Data analysis (30.1%), social media listening (28.4%), and consumer research tools (27.6%) top the list of desirable additions marketers need to help forge their marketing strategies. These are generally passive tools that track user intent and needs, rather than active tools that interact with users.
Conveying data to decision makers higher up is also an issue. Zachary Morris, Marketing Associate at Johnston Allison Hord, says “being able to properly analyze data and report to non-marketing management” is another hurdle that needs to be addressed.
“Being able to properly report this data to other decision-makers in the company will justify both time and budget invested into marketing initiatives,” says Zachary.