Predictive marketing underappreciated by many

Although marketers recognise the importance of predictive marketing, many are lagging behind when it comes to implementation, according to an EverString survey.

The research revealed almost a quarter of marketers admitted they don’t use predictive marketing and that it was a new concept to them.

A further quarter said they were currently implementing ‘some predictive tools’, while only two per cent stated they were 'fully committed' to predictive marketing.

The majority of respondents (47 per cent) said they were aware of predictive marketing and were currently looking into its uses and benefits.

This reinforces the fact that 68 per cent of marketers believe predictive marketing will become a ‘key piece of the marketing stack’ in the near future.