Only a few spots left to join us for the Digiday Publishing Summit
Join us Sept. 14-16 in Miami to connect with top publishing leaders
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
Walmart finally starts supporting Apple Pay and Google Pay
August 25, 2026
Walmart will begin to support contactless payment methods at select Walmart stores and Sam’s Club locations
X creates a new revenue model for creators — but will it actually win them over?
August 25, 2026
X’s new “original content rewards program” seeks creators who publish high-quality content on the platform. Will it bring in more creators?
The IAB is developing a framework to tackle AI advertising measurement
August 24, 2026
The IAB is developing a framework to solve a big challenge in advertising: how to measure and assign credit when ads influence AI agents.