Marketers struggle to provide an enriching and engaging experience

Recent study reveals marketers still struggle to effectively unify content and commerce

Global marketers see the value of making their digital interactions with customers and stakeholders richer, more personal and predictive. But most are still struggling to make their mobile, social and web channels work together to provide a more enriching and engaging experience, a recent report found.

According to a recent study released by the Chief Marketing Officer (CMO) Council, “Brand Attraction from Enriched Interaction", marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide.

The latest study, sponsored by IBM Digital Experience, revealed only 19 per cent said they are extremely good or very good in this area. In contrast, 45 per cent gave lacklustre grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and social channels. This compares to just 21 per cent who said they were very proficient.

“Digital marketers are challenged to create an end-to-end, multi-channel experience that engages and enlivens customer, partner and employee audiences with more compelling and relevant content-driven commerce and conversation,” CMO Council's executive director, Donovan Neale-May, said.

“Driven by the forces of cloud, mobile and social engagement, businesses and brands are experiencing a digital disruption that is revolutionising every interaction with their diverse audiences,” vice president of digital experience software for IBM Systems, Gary Dolsen, added. “When marketers create a personalised and tailored interaction for a specific audience on the right platform, businesses and brands will create emotional engagements, which will grow relationships and encourage loyalty while influencing behavior or purchase decisions.”

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

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in