Marketers struggling to measure impact of investments in omnichannels

123RF

The study reveals that beyond gaining visibility across the totality of the omnichannel experience, marketers are struggling to measure the impact of investments specific to how these campaigns and channels are driving buyers to local retail partners.

According to 189 senior marketing leaders, presenting an omnichannel approach is critical to the success of the business. Yet marketers also admit that they struggle to gather insights into customer behaviours and actions at touchpoints that are not controlled by marketing—especially those that are owned by local retail partners.

• 94% of respondents say that presenting an omnichannel approach is either important or critical to reaching their business goals

• Only 7% of marketers feel they are fully aligned with local retail partners, where local partners are totally in step with the brand and experiences are seamlessly executed
• Tools and technology are at the heart of the disconnect as 69% point to a lack of understanding by partners from a technology perspective while 53% point to a lack of marketing education and tools
• Some 42% of marketers admit that they are struggling to measure the impact of digital marketing efforts specific to their ability to drive in-store sales and engagements

• This is especially worrisome when you consider that nearly half of marketers are spending up to 30% of their overall marketing budgets on local marketing campaigns…17% are spending more than 40% of their budgets to drive local engagement

The online survey was fielded during August and September 2016.