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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in