Marketers today are awash with data — to an almost intimidating extent. More than four in five senior marketers admit to feeling unprepared for the data explosion, and see it as a major source of work-related stress. The natural reaction, for many, is to side-step and send the data over to the boffins in IT, claiming “I’m not technical.” But that is perhaps the biggest mistake possible.
CMOs who embrace data realise just how empowering it can be — ‘data pace-setters’ account for 43 per cent of outperforming marketers, compared to just 25 per cent who are traditionalists. To succeed, today’s CMOs need to be fully abreast of the latest technology and how it is turning traditional marketing on its head. The depth of data now available tied together with the technology to fully analyse it means savvy marketers can paint a more vivid picture of a brand’s consumers than was ever thought possible, right down to the individual factors that influence their purchasing decisions at every stage in the consumer journey.
IBM Silverpop’s strategic marketing evangelist, Ellen Valentine joins Campaign Asia-Pacific’s managing editor, Will Clem, in an exploration of the ways this is altering the role and nature of marketing, and how to use it to full advantage. Join us for an engaging one-hour webcast on advertising-technology, presented by Campaign Asia-Pacific in collaboration with IBM Silverpop. This is a free and exclusive webcast on Thursday, December 10, at 10am Hong Kong-Singapore/07.30am India/1pm Sydney. Discover the delights of data and how it can unlock access to your consumers’ innermost thoughts.
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