CFO World

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.”

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