EIU Consumer & Marketing Executive Survey Findings highlight the need for marketers use data to get a better understanding of consumers and on gaining a competitive edge in digital marketing by providing an integrated marketing & customer-centric experience. Download the complete EIU consumer survey findings at http://landing.lyris.com/mind-the-digital-marketing-gap-survey-results-US?source=70170000000j7hY

1. Digital Marketing Brief
EIU Consumer and
Marketing Executive
Survey Findings
Download the Full Guide
By 2020, the digital universe is projected to increase to a total 35 zettabytes,
resulting in an enormous amount of customer interactive data available to
organizations. However, according to a survey released by the Economist
Intelligence Unit (EIU) and sponsored by Lyris, marketers are failing to use data
to get a better understanding of consumers. In fact, the survey reveals that data
is confusing marketers and, as a result, is often ignored – resulting in a number
of interesting gaps between what marketers think their customers want and what
their customers actually care about.

2. Summary
Are you Minding the Digital Marketing Gap?
The EIU Consumer and Marketing Executive reports provide new perspectives on the critical gaps between
marketers and their customers – and identify where opportunities exist to bridge them. The bottom line: Today’s
consumers are smarter and more empowered than ever, which means marketers need to work harder to influence
and engage their audience.
The consumer perspective:
Consumers have grown numb to personalization and expect messages to be customized to their specific tastes, with
referrals and offers based on past behaviors and transactions. Consumers also want more offers in social media, but
these should be tailored or this might turn off consumers, who don’t want superficial personalization or irrelevant
information. Simultaneously, consumers want brand interactions to take place in the channels they prefer, which
were cited as primarily email and websites.
Marketers who apply emerging technologies to better understand consumer preferences will be able to create more
meaningful and profitable interactions through their integrated marketing campaigns.
The marketing executive perspective:
Today’s ever-evolving digital landscape requires a new breed of marketer – one that can listen to and glean insights
from data to form meaningful customer interactions and give customers the information they want, when they want
it. As a result, the main strategies for marketing campaigns have changed with a significant shift toward offering
customers personalized marketing messages and individualized offers. To accommodate this shift in strategies,
new skills are required, especially in terms of the ability to achieve effective enterprise data management to extract
customer insights.
Only by removing obstacles to understanding interactive customer data will marketers truly be able to bridge the gap
and meet customer demands for a more relevant and customized experience.
Download the EIU Consumer and Marketing Executive Survey Findings to examine the details of these major gaps, the
reasons they exist, and how to close them to gain a competitive edge in digital marketing.
Download the Full Guide
About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize datadriven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
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