Today’s consumers expect brands to anticipate their needs and be there with useful information at the right moment, every time. How do leading marketers respond to this challenge?
Bain & Company, in partnership with Google, surveyed nearly 1,700 senior marketing executives around the globe to find out how they use their insights and technology to engage consumers. The overwhelming answer: Leading marketers deliver relevant ads and experiences at just the moment when each consumer is ready for them.
Three ways to meet the moment
The Bain report shows that leaders who get the timing right:
- Connect their systems. They integrate platforms and uncover more audience insights so they can deliver more relevant messages.
- Test and learn. They conduct experiments to discover new opportunities, and they refresh critical marketing metrics and dashboards to support decisions.
- Share the insights. They make reporting and insights available to their teams so more people can take action.