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
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
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.