Selligent Marketing Cloud Study Reveal Digital Marketers Struggle to Deliver Consistent Omnichannel Experiences

41% of Marketers Surveyed Find It Difficult to Launch Integrated Campaigns Across Channels

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 of 221 digital marketers reveal that the omnichannel excellence struggle is real – with almost half of respondents saying that they find it ‘difficult’ or ‘very difficult’ to launch integrated campaigns. With 65 percent of customers frustrated about inconsistent experiences across channels, the reality for digital marketers is still at odds with consumer expectations.

The study found that while marketers are confident about the individual components of their marketing strategy, they still have a way to go when it comes to integration.

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  • Disjointed Technologies: 69 percent do not have one single solution to execute omnichannel campaigns, with some indicating having it in future plans. 16 percent strive to have one solution but are unsatisfied, while only 14 percent claim to successfully utilize one solution across all channels today.
  • Tying Omnichannel Behavioral Data: 41 percent are dissatisfied with their ability to tie omnichannel behavioral data back to an individual customer, with only 16 percent saying they do it successfully today. One-third of respondents have no capabilities to do it today and have it in future plans.
  • Email Still King: 94 percent 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 percent and 81 percent, respectively. Surprisingly, only 52 percent noted mobile as an active and successful channel used, despite more than half of U.S. website traffic coming from mobile devices. Other channels noted are SMS (22%), In-store (19%), Chatbots/Web chat (15%), and Push notifications (14%).
  • Disconnected Experience: only 8 percent of respondents share loyalty marketing data with the contact center in real-time –and a whopping 20 percent do not share any customer information between marketing and service. 44 percent share ‘some information’ but do not have the capabilities to do so in real-time.

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“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.”

Selligent recently announced a partnership with Genesys to integrate marketing and contact center systems to provide a full 360-degree view of the customer, delivering best-in-class customer experiences.

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