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If It's Not One Thing, It's Another

Ad pros report multiple challenges of data marketing

April 19, 2017 | Marketing

US ad and marketing professionals face a number of challenges in their data-driven marketing efforts, according to a survey from Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group.

Leading Challenges of Data-Driven Marketing According to US Ad/Marketing Professionals, Oct 2016 (% of respondents)

Respondents were asked to choose up to three challenges they faced in data-driven marketing. Their answers included a number of major obstacles, including ad blocking, lack of capable marketing technology and viewability issues.

What are ad and marketing professionals’ biggest issues? A plurality of respondents—nearly 43%—said heightened regulation of personal data or audience data was a challenge, and almost as many cited ad blocking.

Nearly a third (31.3%) felt that a lack of visibility into performance or results generated by their advertising or marketing efforts was a challenge, and 16.0% pointed to a lack of capable marketing technology.

However, these challenges have not prevented marketers from allocating budget to data-driven marketing.

Data from Dun & Bradstreet reflects a trend that appears in a number of studies: marketers are continuing to invest and benefit from data-driven marketing. Some 60% of US B2B marketers surveyed in September 2016 said they are spending on cross-channel tactics; 55% are investing in cross-device marketing techniques; and 51% are using real-time optimization.

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Paid media advertising outlays worldwide will increase 7.3% in 2017 to $583.91 billion. Growth will be roughly on par with previous estimates, and spending will rise at a steady pace throughout the forecast period, driven by increased investments in digital and mobile ads. Preview Report

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