57% of UK marketers adopting behavioural strategy

Over half of UK marketers have tapped into a behavioural marketing nerve and many are realising rewards, new research suggests.

The study, “Hone Your Competitive Edge with Behavioural Marketing” carried out by Silverpop, revealed that adopting behavioural marketing reaped business benefits, such as higher ROI and more contributions to sales.

The research surveyed 151 marketers from across the UK, focusing on how they were integrating automated tools to drive customer engagement and to what extent this benefited positively to the business.

The study’s key findings were that marketing automation correlates with marketing success. While marketing technology is broadly deployed across companies, top performing marketing teams are deploying technology differently. 71% of top performers are “at the forefront when it comes to marketing technology,” and are more likely to be in the process of expanding their use of marketing technology.

Ellen Valentine, product strategist at Silverpop, said that “data is the lifeblood of today’s successful marketers”.

“Often, marketers find they have a tonne of data – whether it’s from an online preference centre or Web browsing information, or even a call centre or a brick and mortar store—but they aren’t properly leveraging it to create highly personalised marketing campaigns.

“All of these touch points are pieces of behavioural data marketers can use to stand apart from the rest of the marketing clutter, honing in on specific, recent behaviours to deliver the ultimate personalised communication. To create an awesome experience for customers, marketers must treat them as individuals – and leveraging behaviours with automation technology is the way to do this at scale,” she added. 

To register and read the paper in full click here.