Report: CMOs struggling to deliver omni-channel customer alignment

New CMO Council report finds a poor understanding of the connected customer journey across all touchpoints is hindering omni-channel experience

Poor understanding of the connected customer journey across all touchpoints and data utilisation woes means CMOs continue to struggle to deliver on the promise of omni-channel alignment across digital and physical worlds, a new report claims.

According to the latest CMO Council report, Connected Interaction to Power Brand Attraction, 49 per cent of marketers surveyed see alignment between physical and digital as selective at best, with many remaining totally disconnected. Only 6 per cent claim to have fully aligned and integrated digital and physical touchpoints and experiences.

In addition, while digital engagement continues to dominate discussions and investment around customer experience, 38 per cent of respondents said they’d delivered mixed results to date. One-third are still in pilot for the majority of their digital experiences, and only 18 per cent suggested their efforts were meeting or exceeding expectations.

When asked about top digital experience goals for 2017, 42 per cent of said they planned to better integrate campaigns into a comprehensive and connected customer experience, and 37 per cent are looking to address the digital and physical connection gap. Twenty-nine percent also plan on investing in more technologies to manage data, as well as talent to help better utilise marketing technology stacks.

For CMO Council senior vice-president of marketing, Liz Miller, one of the biggest challenges for marketers coming into the New Year is understanding the connected customer experience across all touchpoints and how to best interact on a more personal, content-rich level.

“Savvy CMOs don't see digital as a destination for transformation but instead see the digital experience as a constantly moving evolution for both engagements and operations,” she commented off the back of the release of the report. “The year ahead will represent a real turning point in the customer experience as marketers plan to turn their sights toward connecting, streamlining and measuring the entire journey.”

The report also asked respondents about how the shift to digital experiences has most changed how their organisation engages with customers and prospects. Sixty per cent of marketers surveyed believed digital had altered content strategy as well as heightened the need for more content types, and 44 per cent agreed digital had exacerbated the need for aggregated data pulled from across the organisation. One-third said digital had made managing how and where customers want to engage, learn and transact incredibly complex and difficult to keep up with.

Yet despite this need for more holistic engagement strategies, top areas of budget allocation for 2017 remained highly campaign centric and included metrics and analytics to measure campaign performance (48 per cent), social media for advertising and engagement campaigns (47 per cent) and digital advertising (33 per cent).

Many are also finding data utilisation a massive issue. For instance, 29 per cent said data is a metrics driver but they’re struggling to apply data to personalisation initiatives, and 27 per cent admitted to more collection than action. Just shy of one-quarter said they’re on the path to a view of the customer.

The latest CMO Council report was based on an online survey of 198 senior global marketing executives fielded in the second half of 2016, 38 per cent of respondents have titles of CMO, senior vice-president of marketing or head of marketing.

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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Sign in