A recent Accenture study shows just-in-time marketing can deliver the best return, with companies utilizing the approach three times more likely to surpass their competitors in revenue.
Accenture defines “just-in-time" marketing as creating only the marketing content that’s needed, when it’s needed -- and tailoring that content to the needs of interested consumers exactly when they’re in the buying mood.
In contrast, mass marketing strategies create tons of content aimed at reaching the broadest possible audience.
The findings indicate that marketing organizations need to streamline, get more agile and nimble. That means they need to turn findings into insights quickly and identify who is accountable for each decision.
Get the full story at MediaPost and Accenture