The State of Marketing 2010 Unica's Global Survey ... - Light Reading

INTERACTIVE MARKETING
Three Quarters of Companies Use Customer Initiated
Interactions as Marketing Opportunities
Customer initiated interactions provide an excellent opportunity to
personalize marketing communications. A customer who engages with
your brand by their own choice and shares their wants and needs is much
more receptive to your marketing offers. Almost three quarters (73%) of
marketers say they currently use targeted/personalized messages in at
least one inbound channel. There is notably more net expected usage in
call centers and on websites than in physical stores/branches. Surprisingly,
there are currently no significant differences by geography, despite Europe
generally being considered more forward thinking in this area. However,
Europeans do say that in the next 12 months they will be more aggressive
in adopting targeting/personalization on websites (30% in Europe versus
13% in North America).
Figure 3: Usage of Targeted Messages in Customer Initiated Interactions
Q. In which channels is your company delivering or planning to deliver
targeted/personalized messages during customer initiated interactions?
Base: Total Sample (155 Respondents)
Inbound Marketing Predominately Owned by Marketing
When asked about marketing’s role in customer initiated interactions, only
2% of companies said that marketing was not involved. There is a very high
level of involvement from marketing in delivering targeted/personalized
messages in inbound marketing with 65% having primary responsibility and
another 32% where marketing assists.
Figure 4: Marketing’s Role in Delivering Targeted Messages in Customer
Initiated Interactions
Q. What is marketing’s role in delivering targeted/personalized messages in customer
initiated interactions?
Base: Total Sample Delivering Targeted/Personalized Messages in Customer Initiated
Interactions (113 Respondents)
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