US and UK Marketers See Eye to Eye on Data-Driven Marketing - eMarketer

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US and UK Marketers See Eye to Eye on Data-Driven Marketing

But they differ on other tactics

May 3, 2017 | Marketing

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.

Data-Driven Marketing Trends that US B2C Marketers Plan to Embrace, Feb 2017 (% of respondents)

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.”

Data-Driven Marketing Trends that UK B2C Marketers Plan to Embrace, Feb 2017 (% of respondents)

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.

Maria Minsker

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