Global B2C marketing automation company, Selligent Marketing Cloud, announced the findings of a study that polled marketers about the integration of their technology stack to deliver an immersive, consistent customer experience.
The survey, which witnessed participation from 221 digital marketers, reveals that almost half of the respondents were struggling with delivering omnichannel experiences, saying that they find it ‘difficult’ or ‘very difficult’ to launch integrated campaigns. The scenario is such that while digital marketers are trying to figure a way out, 65% of customers frustrated about inconsistent experiences across channels.
The study found that while marketers are confident about the individual components of their marketing strategy, they still find issues with integrating each of the components to form a cohesive strategy.
According to the study, 69% of marketers do not have one single solution to execute omnichannel campaigns, with some indicating having it in future plans. 16% of those surveyed strive to have one solution but are unsatisfied, while only 14% actually claim to successfully utilize one solution across all their marketing channels.
41% are dissatisfied with their ability to tie omnichannel behavioral data back to an individual customer, with only 16% saying they do it successfully. 33% of the respondents have no capabilities to do it today and have it in future plans.
94% of marketers actively and successfully use Email as part of their omnichannel strategy, making it the most popular channel. Website and Social came in at 86% and 81% respectively. Surprisingly, only 52% noted mobile as an active and successful channel used. Other channels noted are SMS (22%), In-store (19%), Chatbots/Web chat (15%), and Push notifications (14%).
“The disconnect across business units like service and marketing is no surprise but a challenge that companies today need to address head-on,” said Niki Hall, CMO of Selligent Marketing Cloud. “Making omnichannel work means orchestrating messages across all channels and ensuring that the content is personalized and delivered at the right time. This can only happen at scale with technology that provides visibility into the data and prompt execution on insights shared across all departments. Successfully building long-term customer relationships and loyalty is dependent on a brand’s ability to deliver consistent, relevant experiences regardless of channel.”