Understanding human behaviour and what drives consumers to engage with a brand is a goal all marketers share. However, according to a 2016 survey conducted by Econsultancy, while 76% of marketers were implementing basic segmentation only 15% of marketers were using behavioural targeting (based on web activity). This suggests that the majority of marketers have a ways to go before they are optimally targeting their customers.
The last five years have been one of the greatest periods of change in the marketing industry. Consumers are now connected 24/7, accessing content anywhere, at any time, and on multiple devices. Digital marketing now represents over 30% of marketing spend and is expected to increase to nearly 45% of marketing budgets in 2016.