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Marketers in the US and the UK are both embracing data-driven marketing, but adoption of specific data use cases varies between the two countries, according to new data from customer analytics platform provider BlueVenn.
For US marketers, real-time personalization is a top priority. Nearly 40% of US marketers surveyed in February 2017 said they expect to implement real-time personalization over the next five years, according to BlueVenn. Using data to power app-based marketing, location-based marketing, virtual assistants and prediction-making will also become increasingly important—only 7 percentage points separate the top five trends.
UK marketers have some similar expectations. They also said they expect app-based marketing, using big data to predict trends and location-based marketing to gain traction. But they did not name real-time personalization as a top trend.
This is likely because US and UK consumers have slightly different expectations when it comes to personalization. For example, according to the same research from BlueVenn, almost 60% of US internet users are interested in seeing customized discounts from brands, compared with roughly 40% of those in the UK.
“In the UK, consumers are more likely to push back against perceived personal intrusions,” said eMarketer senior analyst Bill Fisher. “Data privacy is already a big concern for UK consumers, and is likely to get even bigger with the approach of the GDPR [General Data Protection Regulation].”
As a result, UK marketers are trying to be more cautious to avoid what Fisher refers to as “creeping out potential customers with overtly personal types of outreach.”
But that’s not to say marketers in the US don’t have similar concerns. According to an October 2016 survey from the Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, heightened regulation of personal and audience data is the top data-driven marketing challenge among US ad and marketing professionals.
Meanwhile, unlike US marketers, UK marketers in the BlueVenn survey were looking to do more to improve brick-and-mortar shopping. More than 30% said they will use data to improve in-store experiences over the next five years. Three in 10 also said they will use artificial intelligence, which was not among the top five trends for US marketers.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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