Conversion Report: Personalizing Content to Turn Prospects ... · marketing 100% Digital media...
Transcript of Conversion Report: Personalizing Content to Turn Prospects ... · marketing 100% Digital media...
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TCS 2019 CMO Study: Innovating the Brand Experience Through Digital Transformation
Conversion Report: Personalizing Content to Turn Prospects into Customers
Top 5 insights
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100%Awareness stage
72%Conversion stage
47%Retention stage
37%Support stage
Big Reveal:The number of marketers creating communications drops from 100% in Awareness stage to 72% in Conversion stage but varies by sector
What are CMOs doing to convert prospects into customers?
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Marketers Continue to Prefer Digital Communications Channels
100%Companywebsite
97%Online
video sites
96%Email
marketing
100%Digital media
advertising
94%Print media advertising
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Person-To-Person Techniques Are Becoming Less Important in Consumer Industries
Consumer marketers of B2B marketers68% 14%
use �eld sales forces to convert prospects to customers
Innovative Use of Digital Channels Continues to Distinguish Marketing Leaders
buy ads on other companies’ e-commerce sites,such as Amazon.com and Walmart.com
vs37% of leaders 21% of followers
Leaders Value Print Media Advertising Over Email Marketing
use print ads to persuade prospects to become customers
97% of leaders 88% of followers vs
Demographic Data Is Most Frequently Used for Personalized Messages but Other Types Are Gaining Traction
Demographic data: 78%
Web tra�c data: 47%
Past buying behavior with other companies: 44%
Real-time physical proximity to our places of doing business: 44%
Social media behavior: 41%
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