There are plenty of things that a good marketing career relies on, but the near future of marketing is apparently going to rely heavily on DMPs. At least, that is what a recent ClickZ article tells us, in their reporting of information from a study conducted by the IAB and Winterberry Group, who are “strategic consultants to the advertising and marketing industries. Marketers are saying that these DMPs will have a major role in helping them to make many of their marketing decisions in the near future, as well as decisions about long-term expansion of advertising efforts. Data management platforms have always played a role in major marketing decisions, but not for as many marketers as this study shows.
The study from these companies shows that 77 percent of businesses believe that DMPs will be a big factor in their marketing decision making processes in the near future. Also, the study showed that 92 percent of marketers upped their interest in DMPs since this time last year. Only 62 percent of these marketers have or will include DMPs in their up and coming marketing strategies, using them to make crucial marketing choices.
Jonathan Margulies, the managing director at the Winterberry Group is quoted in saying:
“Today, the online marketplace is only just beginning to grasp and appreciate the impact of Big Data…”
“We are seeing more data from more sources through more channels and platforms than ever before. Our timely white paper shows that DMPs could represent a real solution for marketers, publishers and merchants looking to put large-scale data to work in manageable ways.”
Advertisers and businesses alike are finding that DMPs will probably be of substantial use in future marketing decisions. The research from IAB and the Winterberry group show us that for advertisers, the best offering from DMPs is their way of incorporating first and third-party data. On another hand, businesses find the most useful offering from these DMPs to be their way of incorporating digital and traditional data. These skill sets are primarily what has caused interest in DMPs to skyrocket as it has. Businesses and advertisers see the potential that DMP technology has in assisting them in their marketing efforts in the future, and want to make use of them as best as they can. This is shown in the research from the IAB and the Winterberry group.
Of course, not all advertisers and businesses are seeing the same potential from DMPs as the rest are. In fact, the research shows that 56 percent of surveyed marketers are saying that an absence of performance metrics was a huge issue, causing them to hesitate in fully embracing DMP technology. Each business that is resisting the technology will have its own reason, however those who are embracing the technology for future decision making will most likely see improved results. Making use of any big data tool can make for success in the future, for anyone needs a little help sometimes. DMPs are offering marketers quite a bit now, and more and more are starting to take hold.
