With consumers in the UK increasingly using multiple devices, often simultaneously, advertisers need to find new ways to keep track of their audiences.
A new report from eMarketer, “UK Key Trends for 2015: Consumer-Focused Technologies Shift Up a Gear”, looks at the initiatives for following and responding to consumers which include general gathering and analysis of customer data, customer relationship management (CRM), mobile apps, loyalty schemes and location-based marketing. It says: “In many cases, these efforts are not integrated; in 2015, advertisers will make significant progress in tying them together”.
Data is seen as a prerequisite for more profitable relationships with actual and potential consumers. According to a poll by Research Now for Adobe in the second quarter of 2014, 70% of UK marketers polled said capturing and applying data to inform and drive marketing activities was “the new reality,” and 66% said marketers needed to embrace hyperpersonalisation. And 65% said data from websites, ad campaigns and other efforts helped to inform their marketing creative too.
The report continues: “As marketers hone their efforts, UK residents are more exposed to targeting and personalisation than ever before.” In September 2014, polling by Redshift Research for BloomReach, provider of a personalised discovery platform, revealed that among UK digital shoppers who had some experience of personalised communications from online retailers, 69% had been shown product recommendations, and 63% had seen a named greeting. A further 44% had been shown product collections based on their previous site behaviour. And 27% of communications had also taken the consumer’s location into account.
Another approach is to link payment technology more closely with systems that can deliver personalised offers.