It's About Time: Why Your Marketing May Be Falling Short

Time is running out on personalized marketing as a means of continually raising the return on investment of campaigns. For the past few years, many marketers have used advanced data analytics to identify the right customers and increase their ROI, but now these practices, while still valuable, are reaching a plateau. The rise of so many digital channels and options for customers heightens the importance of another, underappreciated variable: message timing, as detailed in new research by Bain & Company in partnership with Google. To strengthen customer relationships, marketers need to know not only which current or prospective customers to reach, but also in which moments (see Figure 1). By communicating at the most opportune times based on people’s behavior and signals, companies can generate more business with fewer or more efficient ads, or expand the audience to find unexpected wins. Our research focused on nearly 1,700 marketers globally, at large firms in both consumer and business-to-business industries, to understand the value they have gained from data and technology investments. While there are differences across regions in technology adoption, integration preferences and priorities (see the sidebar, "What the survey shows about marketing around the world" ), the research revealed […]


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