There is no doubt that we are living in an omnichannel world, where consumers constantly switch between channels, devices, and touchpoints. From a marketer’s point of view, this means there are more opportunities to engage with customers than ever before, but also that customer expectations have never been higher. They want personalised, relevant experiences, across all touchpoints.
To achieve this, organizations need an integrated approach offering a holistic view of the customer. The latest report from Econsultancy and Adobe reveals that this is still a challenge for many companies. Based on a survey of 2,000 marketing, digital, and e‑commerce professionals and including industry and year-to-year comparison, the research shows that while more companies are taking an integrated approach to their campaigns, only 12 percent can connect offline and online data and just a quarter have a single customer view.
The report also reveals issues that are thwarting progress, with nonintegrated technologies continuing to be a major impediment. More than 50 percent of companies have separate technologies for managing data across channels, which is a significant barrier to integration.
The report also found that there is work to be done on the mobile front. Respondents agree that they lack the systems (71 percent), mobile data (70 percent), and time/resources (66 percent) to effectively map the mobile customer journey. This infographic offers a summary of the report:
Clearly, organisations are becoming more aware of the inadequacies and deficiencies of their strategies and capabilities in omnichannel marketing, and some progress has been made in this area. For example, companies are now 29 percent more likely to take an integrated approach to their campaigns across all channels, compared to last year.
As John Travis, VP of EMEA Marketing at Adobe, states, “This research is encouraging in showing that there is an appetite to drive change and make the customer a focal point. Across several key areas, the majority of those surveyed plan to pursue omnichannel capabilities or are working on them already.”
You can download the full report now, and do not hesitate to share your views in the comments section!