You probably answered yes… and ours is a challenge as well. Lack of organization, fragmentation and disappointment are key themes stemming from the findings of the Cross-Channel Marketing and Technology Survey, released by Signal (formerly BrightTag). The results of the study highlight the fact that marketers largely do not feel that ad tech is helping them achieve the seamless cross-channel marketing that consumers are expecting from brands today.
Signal surveyed 281 brand and agency marketers, spanning 16 industry verticals, from around the world to explore the challenges faced by marketers in achieving their cross-channel marketing goals.
Key Findings of the Cross-Channel Marketing and Technology Survey
- 1 in 2 marketers report that fragmented technologies impede their ability to create a consistent experience for consumers across the web, mobile and other channels
- 9 in 10 believe that connecting disparate tools and technology would improve their ability to innovate, personalize consumer interactions, send timely messages, boost loyalty, evaluate campaigns, and increase ROI
- 51% of marketers say they have yet to integrate marketing technologies beyond the most basic level
Fewer than 1 in 20 marketers reported having a fully integrated technology stack
- 62% believe the tools in their technology stacks are underutilized
- Just 9% of marketers believe that technology is their strength
I’ll be releasing a new MarketingClips video soon on the advice we’re giving clients that’s different from the consultations we used to give years ago. At it’s root, the opportunity to build your own and integrate with tools is becoming an affordable option for the mid-sized to large corporation.
Too often, the over-the-counter tools don’t provide the satisfaction, efficiency, and featureset necessary to be customized to your internal resources and processes.
Be sure to click-through and read the full report – Cross-Channel Marketing and Technology Survey!