Good Intentions, Bad Ads
What a coincidence that consumers say marketers are “missing the mark” when serving them intent-based targeted ads. Three barriers remain that are preventing them from getting it right, senior-level marketers tell researchers.
eMarketer writes on Tuesday in “Marketers Value Intent Data, But Struggle With Application” that Forrester found data, technology and personnel are the barriers to great intent-based targeted ads.
“In the research, which looked at 130 senior-level marketers in the US, France, Germany and the U.K., more than eight in 10 respondents agreed that analyzing customer data was valuable for predicting purchase intent,” according to eMarketer. “However, this isn’t easy, as 61 percent also agreed that combining first- and third-party intent data was important — but challenging.”
Here are the problems, according to eMarketer:
• Data: These marketers have an inability to gain insight from data, some are dealing with inaccurate data and others are unable to integrate first- and third-party data.
• Tech: Most can’t integrate intent data into their targeting technology and others say their attribution technology is too complex.
• Personnel: Marketers say they don’t have enough personnel to do this work.
What else is blocking good intent-based targeted ads?
Please respond in the comments section below.
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