Some 81.3% of global marketers say data will become more important to their marketing and advertising efforts in 2016, according to the second annual Global Review of Data Driven Marketing and Advertising Report by MediaMath, The Winterberry Group and the Global DMA.
This is a slight increase from the previous year, when 80.4% of international marketers polled responded that data was important to their marketing strategy. Slightly more than 59% of marketers say it is critical to their campaigns this year, up from 57.1% in 2014.
Worldwide, 74.1% of marketers remain confident of data-driven marketing and its potential for future growth in 2016. The data was derived from an international poll of 3,000 marketers across 17 markets in the third quarter of 2015.
Email marketing advertising expenditure is expected to outrank TV, digital out-of-home advertising, direct mail and teleservices or contact centers in 2016 — but is predicted to fall to digital display advertising, social media management and content, search, web content and mobile app content in the New Year.
It seems marketers are committed to better organizing their own internal customer data instead of purchasing third-party data, such as mailing lists or from data providers. Out of the 16 markets polled, only marketers in six countries — Belgium, France, Germany, Singapore, the United Kingdom, and the United States — admit they have a sophisticated practice of buying third-party data.