Brands should use DMPs to boost ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 29, 2020, 10:23 AM UTC

Data management platforms (DMP) offer numerous features like data ingestion, data management and audience engagement.

With data prioritisation being imperative to every industry, retail brands must harness consumer data like online and offline searches and social and website data across channels. Retailers can employ DMPs to gather consumer data across first, second and third-party channels.

DMPs can help businesses leverage technological solutions like Internet of Things (IoT), Augmented Reality (AR), chatbots and Virtual Personal Assistants (VPA) to harness data. Marketers can use DMPs as centralised units to gather all actionable insights, organise their company’s third-party data, build audience groups and build marketing strategies from the statistics.

Studies suggest that around 77% of email ROI comes from segmented, targeted and triggered campaigns. Organisations can use DMPs to segment audiences, glean cross-channel audience insights like demographics, craft personalised marketing campaigns, control engagement activities, and omnichannel messaging, among others.

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