A report released by the Aberdeen Group in Boston showcasing the investment strategies of top-performing marketers reveals that 63 percent of respondents plan to increase their utilization of marketing service providers over the next two years.
Other investments include customer analytics strategies and solutions for improved customer retention rates, higher revenues from up-sell/cross-sell campaigns, and greater customer satisfaction. The survey also showed that companies place emphasis on leveraging technology like predictive analytics and multi-channel marketing automation tools in enhancing their customers’ experience.
Survey respondents also indicated that business intelligence/analytics applications and tools are among the top prioritized investments for the next 12-24 months.
“Marketers must find effective ways to communicate, interact, and to provide service to customers based on value metrics,” said Alan Hubbard, senior research analyst with Aberdeen. “Ideally, highly profitable customers would receive more attention, service, and resources than less profitable ones.”
