7 seats left:
Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
IBM’s study of online and direct marketers from major brands listed “turning data-into-action” as their number one organizational imperative.
“The market has matured,” stated Colin Shearer, IBM’s predictive analytics strategist in advance of the study’s release. “Businesses are now aware of the clear potential analytics holds for them, exemplified in numerous high-ROI cases.This technology has gone from use in innovative projects driven by line-of-business visionaries to being a competitive must-have.”
Other findings include:
- 57 percent report the adoption of inbound marketing methods (personalized targeting/messaging) in their web channels.
- 92 percent of marketers appreciate the value and importance of web data, yet half or less apply that data to customer analysis and marketing campaigns. Less than a third of those who do use web data believe that their efforts are very effective.
- Social media remains the reigning champion among emerging marketing channels, leading the way with 53 percent current usage. “marketers’ enthusiasm is burning less brightly than last year,” the report states. “This suggests that we have passed the peak of inflated expectations and are focused on finding the value that social channels can yield.”
- 43 percent of respondents say they currently use mobile marketing methods with another 23% planning to do so within a year.
Read the entire study here.
Trending in
Most Read
More in Media
Forbes launches dynamic AI paywall as it ramps up post-search commercial diversification plans
November 14, 2025
For the latest Inside the publisher C-Suite series, Digiday spoke to Forbes CEO Sherry Phillips on its AI-era playbook, starting with its AI-powered dynamic paywall to new creator-led commercial opportunities.
Creators embrace Beehiiv’s push beyond newsletters
November 14, 2025
Creators are embracing Beehiiv’s new website, product and analytics tools to help them grow beyond the competitive newsletter space.
Media Briefing: Publishers turn to paid audience acquisition tactics to tackle traffic losses
November 13, 2025
Publishers facing declining organic traffic are buying audiences through paid ads and traffic arbitrage, and using AI tools to do it.