Article

Linus Gregoriadis
Linus Gregoriadis 7 December 2020

How CDPs Play a Crucial Role in Omnichannel Marketing

New research from London Research and BlueVenn highlights the important role played by customer data platforms (CDPs) in providing a solid foundation for omnichannel marketing. The Omnichannel Marketing Excellence report looks at adoption of CDPs and the extent to which their use is correlated with business success.

The role of CDPs will be explored in a webinar this week along with other key findings from the research. The report’s author Andrew Campbell, Martech Director at the Home Agency, will outline some of the key insights and recommendations from the study, including why omnichannel marketing is becoming more important, and core capabilities across outbound marketing, inbound marketing, owned media and cross-channel orchestration. 

Central to the research is the growing use of CDPs. According to a business survey carried out by London Research, the proportion of $50m+ annual revenue companies using a CDP has increased from 51% in early 2019 to 63% in late 2020. This growth is consistent with the increased CDP uptake noted by the CDP Institute and analyst firms.

The research builds on the Customer Data Excellence report published last year which also found that CDPs are delivering significant return on investment. According to the latest study, those companies with CDPs are more than twice as likely to have significantly outperformed against their main business goal in the 12 months leading up to the Covid-19 crisis (32% vs. 14% for those organisations without CDPs).

The research also looks at the extent to which CDPs underpin analytics requirements within a modern business. CDP-equipped companies are more than five times as likely to be using advanced customer data analytics to support real-time or time-based triggered messaging and personalisation (37% vs. 7% for non-CDP users).

The webinar also features experienced marketing practitioner Andrew Campbell explaining how companies can use the research to benchmark their omnichannel marketing capabilities as part of their customer experience and CRM program planning.

Sign up for the Omnichannel Marketing Excellence webinar now to help you define and prioritise your marketing technology strategy and investments.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
How can marketers use AI in a responsible and human-centric manner?

How can marketers use AI in a responsible and human-centric manner?

Learn to balance technology with human creativity for ethical and effective marketing campaigns.

Chris Price
Chris Price 1 May 2024
Read more