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Marketers struggle to make various channels work together
While digital interactions are allowing marketers to craft more personal and individualised experiences, the struggle to make various channels work together for a cohesive customer experience has become a real challenge.
Image via 123RF
The Chief Marketing Officer (CMO) Council, in partnership with IBM Digital Experience, has released a new study entitled 'Brand Attraction From Enriched Interaction'. This reveals that marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide. Only 19% said they are extremely good or very good in this area. In contrast, 45% gave lacklustre grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and social channels. This compares to just 21% who said they were very proficient.
The study is based on a survey of 287 global marketers in Q2 of 2015. It was designed to assess the degree to which marketers are embracing new digital channels and content management technologies to realise the full value of rich media engagement, crowd-sourced content and mass-customised commerce through higher levels of personalisation and tailored interaction.
The study also features qualitative insights from interviews with senior marketing executives at National Geographic Channel, T-Mobile, Western Union, Build a Bear and Butterball. For more information, click here.
