SOURCE: [x+1]

[x+1]

October 23, 2013 11:00 ET

Research Highlights Misalignment Between What Consumers and Marketers See as Valuable

[x+1] Study Supports Notion That Consumers Value Relevant Marketing Beyond All Else

NEW YORK, NY--(Marketwired - Oct 23, 2013) - [x+1], a leading provider of digital marketing and data management software, announced today the release of a new research paper, The Marketer's Playbook: Aligning Marketing Strategies with Consumer Expectations. The recent study uncovers notable differences in the way consumers and marketers perceive the value and effectiveness of advertising. Though there are areas that consumers and marketers do agree, it is within the misalignments where opportunities exist for marketers to make their messages resonate more with their intended audiences.

In conjunction with Research Now, [x+1] surveyed several hundred U.S. marketers and consumers on their views towards media channels, touch points, and devices. The research and results shed some light on where marketers are getting it right in terms of delivering what consumers want and where there is opportunity for improvement.

"It's no surprise that consumers are unforgiving of broad retargeting and poorly targeted messages, scoring these tactics as their top pet peeves," said John Haake, VP of Marketing at [x+1]. "The research is further evidence that Marketers should look for ways to optimize campaigns with first-party data in real time in order to maintain a persistent and accurate view of their audiences."

The whitepaper also dispels some widely-held beliefs, including the one that consumers don't value banner ads. In fact, consumers included online display, along with Email and Personalized Web Experience, among their top three channels most helpful in making a purchase decision. Interestingly, Marketers scored the much-maligned channel much lower. Like Email and Personalized Web, online display can benefit from being data-driven and programmatically managed.

In addition to the findings, this paper also offers advice and best practices on how organizations can better align their marketing to consumer wants in order to drive more effective campaigns.

A full copy of the whitepaper is available to download for free from [x+1]'s web page: http://www.xplusone.net/marketersplaybook/.

About [x+1]
[x+1] enables Fortune 500 companies to programmatically manage customer and prospect interactions across all their paid and owned digital channels. The [x+1] Origin Data Management Platform (DMP), powered by the Predictive Optimization Engine (POE™), enables marketers to harness data to target, optimize and synchronize their offers, content and messages through websites, display, email, mobile, SMS, apps, call center chat and beyond -- all in real time. Top companies in financial service, insurance, gaming, automotive, retail, telecommunication, online services and travel have significantly improved the performance of their digital marketing campaigns by working with [x+1]. The company is headquartered in New York City with offices in Connecticut and Illinois.