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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I am a new satisfied customer with the cryptodriven darkwebsolutions company, they helped me with a very efficient crypter for my company...

Yusef

The CX thinking behind Westfield A/NZ's new brand and digital identity

Read more

I enjoyed reading your article. It all starts from creating a persona of your ideal customer. Once you understand the needs then you can ...

Ardie Cash

4 skills needed for a marketer to sit on boards

Read more

A very prestigious list. Cant wait to see who ends up in this years list. Cheers!!

Diganto

CMO50 2018 is now open for submissions

Read more

Hi, where can I read about the results of the recent Salesforce Digital Advertising 2020 report? I would very much like to look at the an...

Milla Cross

Salesforce chief strategy officer: Why it’s a transformative time for customer service

Read more

I have had that scenario with the mail happen so many times! I never thought anything of it, maybe because I have become desensitized. I ...

Diana Da Silva

Data has the power to build or burn brands - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in