London, 19 July 2011 – 90% of UK marketers say achieving a joined-up on and offline customer experience is important, but only 4% admit to having achieved it, according to research by Econsultancy, the global source of independent advice and insight on best practice digital marketing and e-commerce.

The research, generated from a survey of 500+ marketers from both agencies and brands, also asked respondents to identify the three greatest barriers preventing the improvement of multichannel customer experience. Leading the way were issues around ‘organisational structure’, cited by 41% of respondents, followed closely by ‘complexity of customer experience’ (38%) and ‘difficulty unifying different sources of customer data’ (34%).

Based on Foviance’s Customer Experience Maturity Model, the majority of organisations described themselves as either ‘cluttered’ (24%) or ‘considered’ (44%) – categories that show both a lack of joined-up systems and processes. On the flipside however, there were encouraging signs with 28% labelling themselves as “capable”; a category in which systems and processes are integrated but not fully harnessed cross-channel.

Econsultancy CEO Ashley Friedlein explains how these trends are shifting: “It’s clear that brands recognise the importance of joined-up marketing but face countless challenges when it comes to executing joined-up strategies effectively. Awareness is widespread, but the battle to actually implement integrated workflows is still taking place – and most marketers are losing out.”

The findings come as Econsultancy announces its second JUMP conference, at Old Billingsgate, London on 12th October 2011. Following last year’s sell-out event, JUMP will once again unite 1,250 online and offline marketers to learn how to better create integrated on and offline joined-up campaigns that break through the noise, use intelligent data, engage more deeply and convert more effectively.

“The future of marketing is all about creating joined-up marketing and customer experiences. JUMP will explore how best to do this via online and offline channels such as TV, print, direct mail, social media and search. Joined-up campaigns have come a long way in the last 12 months, from the likes of, Porsche and first direct, who’ll all be sharing their insights at JUMP," said Friedlein.

JUMP will host more than 50 individual sessions and 60 speakers including the BBC’s VP Marketing Planning & CRM, Head of Online Sales and Marketing from BSkyB and the Technology Director of Kiddicare. On top of this, JUMP is bringing together the UK’s leading marketing trade associations – including the DMA, AOP, IDM, Marketing Society, RAB, ISBA and PRCA – to add their individual online and offline perspectives.

Attendees can choose from the eight streams on offer – Lead, Analyse, Optimise and Engage – representing the four key areas of integrated marketing and Whitepapers Live – a selection of rapid-fire insights hosted by technology providers including Adobe, Autonomy, Equifax, ExactTarget, Foresee, IBM, Silverpop and Tealeaf.

JUMP takes place on 12th October 2011 at Old Billingsgate, London. More information can be found at, by email ( or via the @cometojump Twitter account.


Notes to editors:

About Econsultancy
Econsultancy is a community where the world's digital marketing and e-commerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online. It was launched in 1999 and since then has grown to a dominant position in the digital marketing industry. Its website and blog attracts over 180,000 unique users per month and its range of courses and conferences are attend by over 3,000 marketers every year.

Econsultancy’s reports, events, online resources and training programmes help over 105,000 members make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

For more information, visit or follow @econsultancy on Twitter

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Published on: 11:00AM on 19th July 2011