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Is the BI Tech Gold Rush also for Vendors?

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Today you can say there’s a gold rush among data tech vendors. Online and internet marketers are competing like crazy with your tech being part of the new arms race.

But is using the same technology yourself really a guarantee that you’ll stay ahead of all of them?

It’s true that information is what’s both helping and hindering today’s marketers as they aim for audiences that number in the millions. Given the economic crisis a few years prior, they will seek any means necessary and can neither afford any more mistakes. Miscalculations can result in a costly campaign. It makes sense that they will use all statistics available to give it a boost.

Metrics like visitor referrals, geo-location, page views, and even browser type are playing key roles to victory. It tells the origin of visitors so which then turns into a sort of guiding system for more targeted ad campaigns.

93% of marketers also utilize social media. And in the B2B sector, it’s interesting to note that 55% of the middle-aged population at least has one profile among today’s major networks. The fact that social media users are also considered more social than non-users only adds to a marketer’s incentive. What better advertising than word of mouth?

Yet it seems like only two years ago, direct marketing methods produced $2.05 trillion in sales. Other forms like direct mailers thrived as $93.6 billion industry. And even now, 79% of consumers will act on direct mail immediately compared to only 45% who say they deal with email straight away.

Not to mention, marketers still have a bias tendency to deal with. 86% marketing professional have “liked” at least one brand on Facebook but only 58% of actual consumers doing the same. (It’s even worse on Twitter.)

So is the gold rush spilling over to the vendors themselves or does direct marketing still play a primary role in winning B2B sales? From the looks of the stats, it seems like the rush still has only stirred the B2C hive. The mass data handled and harvested by BI technologies could still pale in importance to the individual information needed for understanding B2B prospects.


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