Report: Customer engagement hindered by poor marketing tech integration

New Signal survey of marketers globally finds fewer than 5 per cent have a fully integrated marketing technology stack

Marketing technology may be advancing at lightning speed, but judging from the results of a new report, most marketers haven’t caught up and their customer engagement is suffering as a result.

Signal’s new Cross-Channel Marketing and Technology Survey found 53 per cent of marketers have steadily increased investment into technology over the past three years. However, fewer than 5 per cent of respondents reported having a fully integrated marketing technology stack.

Just over half are yet to integrate marketing technologies beyond the most basic level, and 50 per cent agreed that fragmented technologies are impeding their ability to create consistent experiences for consumers across the Web, mobile and other channels. Nearly two-thirds also agreed tools in their technology stack are underutilised.

Only 4 per cent of marketers said they felt well prepared to move forward with cross-channel marketing based on their technology stack capabilities, and just 9 per cent believed technology is their strength. Even as they struggle, however, 48 per cent of respondents said they have a “constant mission” to keep on top of what’s new.

Nine out of 10 believed connecting these disparate tools across the organisation would improve their ability to innovate, personalise consumer interactions, send timely messages, boost loyalty, evaluate campaigns and increase the return on marketing investment.

Automation and data management technologies top marketing tech list

As a result, 40 per cent said they are actively looking for platforms to connect the rest of their stack and enhance overall capabilities, although only 10 per cent said integration was one of their top considerations.

The survey of 281 marketers from 16 countries, including Australia, was undertaken by Signal in September. It found the average marketing stack consists of 17 or more tools.

“It’s not enough just to buy the latest technologies,” Signal CEO, Mike Sands, said. “In order to deliver cutting edge customer experiences, marketers need to improve coordination between their tools and power them with high-quality, up-to-the-minute data.”

Check out the full infographic of results here.

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

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, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in