Marketers go back to basics with a focus on ROI and customer retention
2010-03-04
Social media and mobile marketing may seem like the most innovative marketing strategies of today, but recent data suggests that customer retention analysis and industry-specific customer loyalty solutions may be considered a more worthwhile investment.

The information comes from a survey by Marketing Executives Networking Group and Anderson Analytics of senior marketing executives who are members of MENG. Remarkably, social media was ranked relatively low on their list of priorities. Marketing ROI, customer retention, brand loyalty, positioning and differentiation were named the most important marketing considerations of 2010.

In spite of the fact that more marketing budgets are being cut this year than being increased, 66 percent of respondents indicated that they were optimistic about the business opportunities the year had to offer.

"While more marketers are optimistic about the future prospect of growth, marketers are still feeling the pressure of a tough economic cycle with the need to prove a return on their marketing investments," says managing partner of Anderson Analytics Tom H.C. Anderson.

Fortunately, proper data management with customer analysis in mind can provide the sort of solutions marketers are looking for. Deloitte Consulting recently released a study showing that database management driven by business value metrics is essential in setting "local, regional and global standards and monitoring data."

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