Report: Aussie marketers are suffering from consumer touchpoint confusion

New report finds just 30 per cent of Australian marketers feel in control of the many consumer touchpoints now available to them

Only one in three Australian marketers say they’re in control of the many consumer touchpoints available to them thanks to the digital and social explosion, according to a new report.

The new Asia-Pacific Marketing Monitor 2016 report from global insights consultancy, TNS, found just 30 per cent of Australian marketers feel they’ve harnessed control of the huge array of consumer touchpoints now available to them, in comparison to 24 per cent in New Zealand, 29 per cent in Singapore and 28 per cent in Korea.

When asked how they select touchpoints for activity, respondents demonstrated a disparate level of strategy and knowledge. Just over one in four, for example, are spreading budget across as many touchpoints as possible, while 37 per cent are focusing on the ones they’re comfortable with. Thirty-six per cent said they are experimenting with new ones.

The report pointed out confidence was lowest across countries with the most advanced media ecosystems and highest Internet and digital penetration.

Of the touchpoints being used, customer service channels represented three of the 10 most important for marketers: Social media customer service, interactions with in-store staff and online customer service channels.

TNS regional marketing director for brand and communications, Nitin Nishander, suggested the figures illustrated just how many marketers could be either wasting resources on inefficient channels, or missing out on new ways of engagement.

“Businesses are now focused on building a single view of their customers - tracking their audiences and their communications across every touchpoint, flexing every platform to meet a wide range of consumer needs, from research to purchase to customer service,”he commented. “It’s therefore understandable marketers want to be across as many platforms and touchpoints as possible.

“However, with new touchpoints entering the mix on a regular basis, large numbers of businesses are still seeking to identify the ones that deliver results most consistently.”

Nishander pointed to other TNS research, which indicated 20 per cent of touchpoints used by brands on average have up to 80 per cent of the impact.

“It’s clear that brands need to be doing more to understand where to place their focus and budgets to get the most value,” he said.

TNS’s latest research also showed marketers are increasingly choosing to connect with consumers via digital, with 38 per cent using search marketing, 39 per cent using social media marketing and 38 per cent attempting to reach their audience via viral control.

This doesn’t mean more traditional methods are not still being used, however, and the report noted PR activity (67 per cent), SMS deals (47 per cent) and TV advertising (39 per cent) are still in the current marketing budget for Asia-Pacific marketers.

Overall, the top priority development areas for marketing departments noted in the report were customer relationship management (40 per cent), followed by innovation and product development (36 per cent) and real-time marketing (34 per cent).

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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in