Just in Time Marketing Drives Higher ROI for Businesses
Just-in-time marketing companies don't isolate digital marketing efforts from the rest of their marketing organization, an Accenture survey found.Just-in-time marketing can deliver a higher return on marketing dollars, and companies pursuing this approach are three times more likely to beat their peers on revenue growth, according to a report from Accenture. Thirty-eight percent of the companies Accenture identified as just-in-time marketers have grown their annual revenues by more than 25 percent, compared to just 12 percent of their peers. They also are ahead of the curve regarding capabilities including waste consciousness—82 percent report large efforts to minimize marketing inefficiencies, while their peers came in at 49 percent. In addition, 57 percent of respondents said they are very satisfied with their ability to share the right message with consumers at the right time, compared with 36 percent of their peers.
"Just-in-time marketing is an approach where the overarching priority is reaching the right customer, at the right time, with the right message or offer to convert a sale," Rob David, managing director of Accenture Interactive, told eWEEK. "What we found is that companies in general are doing quite the opposite. On average, fewer than 20 percent of all individuals that companies reach with their marketing have any interest in the product or service they're being pitched. In other words, most marketing departments are vastly overproducing marketing that underperforms."