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Accenture reveals benefits of 'just-in-time marketing'

Jun 16
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Accenture reveals benefits of 'just-in-time...

'Just-in-time' marketing strategies are helping many businesses boost their revenue and maximise efficiency, according to research.

Accenture said just-in-time marketing focuses on the delivery of content that's needed, exactly when it's needed.

This is in contrast to mass marketing, which tends to concentrate more on the production of a large amount of content designed to reach as wide an audience as possible.

The rationale behind the just-in-time approach is that the information will be attuned to the specific requirements of customers, just when they are in the right mood to buy.

After surveying more than 500 chief marketing officers around the world, Accenture found that 38 per cent of companies that had used this new approach had increased their annual revenues by more than 25 per cent.

In comparison, only 12 per cent of firms using more traditional strategies had achieved the same level of growth.

Furthermore, 82 per cent of just-in-time marketers reported extensive efforts to minimise marketing inefficiencies, compared to 49 per cent of their peers.

Nearly six out of ten firms (57 per cent) using the just-in-time method felt very satisfied with their ability to get the right message to consumers at the right time, while 87 per cent had employees with specialist analytical skills to develop usable customer insights.

Rob Davis, managing director at Accenture Interactive, said: "Just-in-time marketing organisations provide more satisfying and engaging customer experiences.

"To deliver on the personalised experience customers expect, they have changed their marketing operating model, for example, by integrating digital and analytics. The winners will be those who balance creative excellence with operational rigour."

Other findings suggested that these companies are encouraging collaboration between marketing and other departments, with 58 per cent of just-in-time marketers enjoying "complete independence" when making IT investment decisions.

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Image: Mikko Lemola via iStock

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