Retail is leading the way when it comes to more customer-focused modern marketing practices, according to a Forrester Consulting study commissioned by Oracle.
Andrea Ward, vice president of marketing, Oracle Marketing Cloud, said the retail industry has a long tradition of being customer-centric. "By embracing new data technologies and taking an integrated marketing approach, retailers are able to create a digital dialogue with their customers and deliver the right messages at the right time," she noted.
Forrester surveyed 523 marketing decision-makers across a range of industries in the United States, United Kingdom, Germany, France and Australia to evaluate marketing’s maturity in targeting, engagement, conversion, analysis and technology.
The first part of the study, released last October, found that organizations embracing a modern marketing strategy make more money, are seen as industry leaders and create better workplace environments.
Further analysis of the data, released this month, found modern marketing adoption rates vary from industry to industry, with some industries embracing marketing technologies and associated best practices faster than others.