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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in