8 / 56
8
Inside
Outdoor
|
Spring
2016
Numbers Worth Noting
DATA POINTS
By
Martin
Vilaboy
Reasons that US Marketers do not Personalize
Content, Feb 2016
Source: Demand Metric
Don’t have the technology
% of respondents
Don’t have bandwidth/resources
Don’t have the needed data
Too difficult
Don’t understand the benefits
Technology not sufficiently advanced
Tried but didn’t work well
Content marketing is minor
Don’t have the need
Other
59%
59%
53%
28%
14%
6%
6%
4%
4%
6%
42%
31%
18-34
35+
43%
30%
36%
26%
32%
20%
26%
21%
23%
18%
26%
17%
26%
17%
24%
16%
20%
11%
17%
12%
14%
8%
12%
35%
Three Strikes
Despite the recent attention paid
to mid-foot striking, the vast majority
of runners can be counted as heel
strikers, according to 500,000 miles
worth of real-time data collected by
MilestonePod wearable devices. In
other words, running shoes made for
heel strikers should still be dominat-
ing retailer assortments.
Getting Personal
More than half of senior marketers worldwide said that us-
ing enriched or personalized content and digital interactions
brings higher response and engagement rates, according to
the CMO Council, but six in 10 U.S. marketers surveyed by
Demand Metric and Seismic simply don’t have the technology
and resources in place to take advantage of personalization.
Email’sYouthful Appeal
Teens and Millennials still use email a lot, especially
when it comes to communicating with brands and orga-
nizations, says a report from marketing technology firm
Adestra. Nearly 68% of teens and 73% of Millennials
said they prefer to receive communications from a busi-
ness via email. In addition, more than half rely on email
to buy things online. Not surprisingly, the same holds
true for Gen Xers and Baby Boomers.
I Have an Email Address Because (All that Apply)...
Email Use
All Respondents Age of Respondent
14-18 19-24
Everyday life
74%
73%
77%
Buy things online
51%
49%
59%
Communicative with
friends/family
45%
44%
47%
Work
41%
39%
48%
My parents got me one
11%
13%
5%
I don’t know, I rarely use it
5%
5%
3%
Source: Adestra Consumer Adoption & Usage Study, April 2016