The Modern Marketer’s Guide to Connected Customer Journeys [eBook]
By Richard Lefebvre-Oracle on Sep 05, 2014
Organizations are striving to deliver consistent experiences but very few feel they are there yet.
It’s a simple consideration for marketers, really. Not only does industry data continue to support that customers demand personalized experiences when engaging with brands, but if you think about your own consumer driven shopping experiences, you, too, expect that stellar experience at every touch point. And when you don’t get it, that brand has potentially alienated the experience, as well as their shot at engaging with you in more meaningful ways.
Oracle Marketing Cloud partnered with marketingfinder.co.uk to conduct a survey exploring how marketers are adapting to this new age of the customer and the challenges they face.
Less than half (40%) of marketers in the study were able to track the customer journey across channels. These findings, as well as other data points showcasing marketers’ challenges, are explored in our latest eBook, “The Modern Marketer's Guide to Connected Customer Journeys.”
A single customer view, which integrates all channels and customer touch points, is absolutely vital when it comes to connecting customer journeys. Yet just 8% of those questioned were able to say that all of their data and marketing systems were well integrated.
Consumers are empowered with tools to support their research on their terms, and this tasks marketers with cultivating a more meaningful role in that search. Our recently released infographic, “CMOs Face a Major Dilemma,” illuminates these challenges in detail. As customers move across paid, earned and owned media, they typically are treated in a first-time-interaction fashion, receiving random promotions, messages and content that doesn’t map to their interests.
This all too common scenario doesn’t sound so “customer centric” – because it’s not.
Creating delightful customer experience is dependent on understanding what customers want. In fact, brands must become truly customer obsessed in order to make sure they are visible and available in the right place at the right time. Anything less won’t do, yet our research reveals that few are achieving this to any meaningful level of proficiency.
For example, despite the significance of social media to consumers and shoppers in their purchases processes, and ultimately its native role in consumers’ every day lives, just a bit more than half (53%) of respondents rate social media as “average” or less when asked about its importance to their organization. More shocking, 46% of organizations don’t even have a social strategy.
Perhaps key to understanding this is the fact that 55% of respondents struggle to demonstrate social ROI. Without being able to link social marketing (of any kind) to the bottom line, marketers may struggle to gain management buy-in or hesitate to invest significant resources or budget in developing social or integrating it into their core marketing proposition.
Our survey also points out that although the majority of respondents are somewhat confident in the numbers they report, “accurate reporting” is currently the exception rather than the norm with less than half of respondents having adequate resources to report effectively. Worse still, only 26% are benchmarking their current activities both internally and externally.
For more data points to frame the benchmarks and barriers challenging marketers, click here to access the form to download the full report, and access the recorded webcast for more on connecting the customer journey.