Our new Succeeding in the Omnichannel Age report, published in association with Adobe, delves into the ways organizations are stepping up to the challenge of marketing integration.
The results are a mixed bag.
As consumers constantly switch between channels and devices, many companies are struggling to provide the seamless experience they crave.
That being said, progress is being made.
Here are some key charts from the report, providing insight into how organizations are responding.
Mixed path to integration
The below chart includes a range of capabilities which contribute to an effective omnichannel marketing strategy.
With the exception of content management and single customer view, fewer than a quarter of companies surveyed currently have these capabilities in place.
However, the good news is that progress is being made, as the remainder of respondents are largely working towards achieving these capabilities.
Data remains the biggest challenge
One of the biggest barriers to integration is the management of data, with many companies using separate technologies to do the job.
In fact, there’s been a distinct lack of progress on this matter over the past three years.
Now 51% of respondents have separate technologies for managing data across channels, a proportion that has remained fairly static since 2013.
As well as non-integrated tech systems, 31% of companies also cite organizational structure as a top three obstacle to integrated marketing activities.
Consistency is a key driver
In today’s path to purchase, customers expect the same level of service and attention to detail across all touchpoints.
Without this, they are likely to grow frustrated and go elsewhere.
As a result, most organizations are intent on delivering this consistency, with the main driver for implementing an omnichannel strategy being the desire to keep up with consumer expectations.
It is interesting to note that just 4% of company respondents and 8% of agencies cite pressure from the board as a key driver.
This could suggest a lack of interest from the top, which again goes back to an aforementioned barrier to integration.
Without executive direction and support, it is challenging to create the company culture required to carry out an effective omnichannel strategy.
Marketers underestimating mobile
Despite 51% of marketers ranking mobile as a top-three priority area for their organization, many aren’t making the most of the opportunities it presents.
Alongside a failure to map the mobile customer journey (with three in five respondents saying they lack the analysis skills to do so), it also appears best practice mobile strategies are falling by the wayside.
The below chart indicates how companies are failing to implement essential mobile features like location-based messaging, mobile wallets and in-app advertising.
All in all, the progress towards integration remains mixed, with a lack of consolidated data and analytical skills being the biggest roadblocks to overcome.
Econsultancy subscribers can download the full report.