Online Data Actively Used for Offline Offers

Digital/Online

March 2010 -- According to a study from marketing technology provider Unica, three-quarters (75%) of marketers with an online presence make use of the online data they collect – such as customer interests, intent, and behavior -- when making decisions about their online and offline marketing offers.
 

Among those marketers with an online presence, email is the most popular marketing channel that collected web data is applied to -- 74% of marketers currently use web data to complement their email marketing offer decisions.

The second-most-popular use of online data collected is applying it towards the offline channel of direct mail: 58% of marketers currently apply data collected online towards their direct mail marketing offer decisions, while 21% are planning to use it in the next 12 months and 7% are planning to use in longer than the next 12 months.

     

Source: Unica State of Marketing 2010

Onsite personalized web offers are the third-most-popular marketing channel where marketers integrate web data (46%).
 

Mobile marketing offers has the lowest current usage percentage (22%) and the highest "no plans to use" percentage (20%) of the channels listed.

 

About: A survey of 155 online and direct marketers representing a wide range of industries with slightly more respondents from North America (54%) than from Europe (46%). Also, more than half were from large companies above $1B in revenue and more than one-third of respondents involved in the purchase process.

Sources:  Unica news release, Unica Releases The State of Marketing 2010 Survey Results, March 10, 2010, and Marketing Charts, Marketers Use Web Data in Offer Decisions, March 16, 2010.