Customer engagement vital but marketers lack a single integrated view: Report

New report of Australian marketers by Econsultancy and Responsys finds lack of internal resources, technology, data access and vision are keeping marketers from moving from a campaign mindset to an engagement one

Marketers agree customer engagement is vital to their company, yet the majority lack the single customer view and strategic focus needed to effectively drive it, a new report claims.

The first State of Customer Engagement Report produced by digital marketing-focused firms Econsultancy and Responsys, found 46 per cent of Australian marketers surveyed still centre their marketing activity around sending campaigns and not the customer journey. A significant hurdle for 56 per cent of respondents was not having a single view of each of their customers.

More than one in three also claims their organisation is too focused on short-term objectives, and a similar ratio believes their marketing campaigns lack direction. This is despite 94 per cent citing customer engagement as important to their company today.

When it comes to achieving individual customer engagement, 65 per cent of respondents cited an inability to effectively manage data as a major stumbling block, and 71 per cent claimed insufficient internal resources. Twenty-three per cent believe a lack of vision is their biggest barrier.

Of those surveyed, 58 per cent said they lack the adequate tools and technology to address customers on a one-to-one basis. Just 35 per cent said they are well equipped to measure the value of customers. In addition, only 13 per cent of respondents claim to be using data effectively.

The report also found 87 per cent of marketers are engaged in cross-channel activity yet 69 per cent rate the cross-channel experience of their customers as either ‘average’ or ‘poor’.

“CMOs and marketers must focus on the engagement economy, rather than the campaign economy of the last century,” Responsys Asia-Pacific president, Paul Cross, told CMO. “Customers want to be individually recognised, not sent the same messaging.

“The important first step to driving customer engagement is to understand them at an individual level. The challenge is accessing data, which could be because it is located in multiple systems, or the data is not in a format that is easy to work with for marketers.”

CMOs need to create an envisaged goal for their organisation, that includes not just the softer benefits of marketing, but also the hard, long-term value and profitability benefits of a customer-centric view, Cross continued.

“The c-level team is looking to drive competitive advantage, and through multiple research and survey it has been made clear that higher customer engagement drives all things that create sustainable and long-term competitive advantage,” he added.

The Econsultancy/Responsys report was based on an online survey of 50 senior marketing representatives from large and enterprise-sized brands followed by qualitative research with companies including Accenture, AMP, Betfair, Kimberly-Clark and Virgin Mobile.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in