Aussie marketers still struggling with single customer view and ROI

New Experian report finds marketers are looking to integrate more communication channels, but nearly one in four lacks a single view of the customer

Australian marketers continue to struggle with attaining a single view of their customers and identifying their worth, with nearly half citing ROI metrics as their top challenge this year, a new report claims.

According to Experian Marketing Service’s new 2013 Australian Digital Insights report, 89 per cent of marketers will be looking to integrate their communication campaigns across at least three channels in 2014, yet 24 per cent reported that they still lacked a single customer view within their organisation.

In addition, 30 per cent of all local marketers surveyed admitted they don’t understand their customers' behaviour. For more than 20 per cent, ‘understanding their customers’ persona and how this translates into a campaign’ is one of their top three challenges.

“This highlights the growing importance of linking online platforms with the overall offline customer experience in order to seamlessly integrate the path to purchase,” the report authors stated.

Data management and accessibility also showed up as an issue for marketers trying to demonstrating their worth to the wider organisation. Forty-four per cent of respondents said tracking marketing’s ROI was their top challenge this year, and 63 per cent highlighted understanding big data as a top three issue.

Current technology was also nominated by 48.9 per cent of respondents as a top barrier to cross-channel marketing.

“To engage customers, marketers should look to use all tools at their disposal and integrate communications seamlessly across numerous channels,” the report authors stated. “While the medium is of great importance, content and measurement remains key.”

Related: How to orchestrate a single customer view
Econsultancy and Responsys find integrated customer view is vital, but marketers still don't have it
CMOs and CIOs should join forces to win the mobile customer battle

Key focus areas need to be big picture commitment, real-time customer insight and flexible technology, the report recommended.

Alongside the broader approach questions, Experian investigated the most popular channels of investment this year and found website, email and search marketing topped the list. But despite the rising dominance of digital channels, 21 per cent said direct mail remains one of their top three most important channels this year.

Online display advertising was nominated as the best channel to ‘greet’ the customer or build brand awareness, while email marketing was identified as the best for ‘closing’ or generating interest and foot traffic. Websites are the best channel to generate a sale, the report found.

Experian’s research was based on a survey of 200 Australian industry marketers in December 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Hi Nadia, I think it will be interesting to see how this space evolves since, as you mentioned, more and more brands will be getting in o...

Lauren Jung

How to engage in influencer marketing: The controversy and the opportunity

Read more

Thanks for the feedback Lauren. The big question I have is whether consumers will continue to inherently trust in the blogger's commentar...

Nadia Cameron

How to engage in influencer marketing: The controversy and the opportunity

Read more

It's interesting when I see posts like this, where big companies are strategizing to position themselves for an effective content marketi...

Dan Ewah

Engineers Australia partners with Mahlab on content marketing strategy

Read more

Great read! Our online platform creates a marketplace for brands to connect with influencers and our integrated Federal Trade Commission ...

weconnect

How to engage in influencer marketing: The controversy and the opportunity

Read more

Sign in