9/10 marketers struggle to achieve a joined-up approach
Nine in ten marketers see a joined-up customer experience as important, but only four per cent have achieved it, a new report claims.
Marketers ‘failing to achieve joined-up approach’
Tuesday, July 19 2011 by Steve Swallow
Achieving a joined-up advertising approach is one of the toughest things for an internet marketing consultant, a new report indicates. Nine out of ten UK marketers say achieving joined-up customer experience is important, but only four per cent admit to having achieved it, according to research by Econsultancy.
Organisational structure was cited by 41 per cent of the 500 marketers surveyed by the firm as a major barrier to improving the multichannel customer experience. This was followed closely by the complexity of customer experience (38 per cent) and the difficulty of unifying different sources of customer data (34 per cent).
“It’s clear that brands recognise the important of joined-up marketing but face countless challenges when it comes to executing joined-up strategies effectively,” Econsultancy chief executive officer Ashley Friedlein commented. “Awareness is widespread, but the battle to actually implement integrated workflows is still taking place 13 and most marketers are losing out.”
The findings come as Econsultancy announces its second JUMP conference, which will be held at Old Billingsgate, London on October 12th. It will help internet consultants and marketers learn tactics to create joined-up campaigns.
Mr Friedlein said: “The future of marketing is all about creating joined-up marketing and customer experiences. JUMP will explore how best to do this via online and offline channels such as TV, print, direct mail, social media and search.”
The Econsultancy report also found that the majority of organisations describe themselves as either “cluttered” (24 per cent) or “considered” (44 per cent). These categories, the authors note, show a lack of joined-up systems and processes.
Meanwhile, Econsultancy launched a best practice guide for marketers and content owners using video as an advertising tool earlier this month.
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