Digital marketers know what consumers want, right? Not according to a new report from data-driven marketing provider Lyris, which found that marketers are not effectively using Big Data to correct their misunderstandings. But the report also raises some questions about its own conclusions, resulting in a disclaimer by the survey-taker.
Conducted by The Economist Intelligence Unit (EIU), part of The Economist newspaper, Mind the Marketing Gap found several major disconnects between marketers’ strategies and consumers’ wants. For instance, consumers rank email as the single mostimportant channel for getting an initial introduction to a product, cited by 37 percent of respondents. Only about one in five said that social media and blogs were preferred for assessing products for purchase.